Tavern brings back America’s original family steakhouse Sizzler with a stylish and fiery rebrand for the diner

Bringing the West Coast’s classic steakhouse Sizzler back into the limelight, the independent design studio Tavern has delved into the restaurant’s rich history for a bold new identity that “blends timeless elements with modern design sensibilities”. Founded in 1958 by Del and Helen Johnson as an affordable fast-food chain, Sizzler’s steaks swept the nation and the restaurant became a bit of a pop culture icon with its name regularly referenced in film and TV hits of the 80s and 90s. Somewhere along the way though, “Sizzler got a bit lost” shares Mike Perry, founder and creative director of Tavern. “Today, even most folks couldn’t tell you if it still exists.”

Determined to bring the Californian icon back in full force in its collaboration with the restaurant chain’s new management, the agency wanted to “tap into that warm-and-fuzzy place” in the collective memory of Sizzler’s heyday, making the most out of the brand’s original look and feel, to draw in familiar millennials. “For a brand with such a strong nostalgia factor, a sense of heritage was key to winning back the hearts of fans,” says Mike. “Tapping into the brand’s history in a meaningful way, the new identity system was built from a selection of heritage assets that were revived from the brand’s archives and refreshed to suit contemporary tastes.”

So, Tavern recognised that they didn’t need to change much about the original logo — instead, it was about “repurposing an element that already had decades of equity”. The Sizzler logo was built upon and slanted back to create a stamp-like mark connoting classic cattle branding. “What’s more, the classic sizzlin’ ZZ’s (borrowed from a crispy, burnt 70s logo) were repurposed as secondary assets that could dial up the playfulness and ownability of clever copy and menu item names,” says Mike.

Tavern approached its type pairings from a similarly historical angle, pulling Windsor from the archives: a “curling heritage typeface from old in-store ephemera”, often used in the 60s and 70s and reworking it with a contemporary cut. The agency landed on Block Berthold as its type pairing for this serif font. Tavern also made a rich shade of burgundy the star of the steakhouse’s new colour palette, trading this out with the old gradients. Streamlining a limited palette and art directing a new playful photographic style, Tavern aimed to make modern visuals that “ignite both nostalgia and excitement for the brand’s future”.​​

If you’re wondering, (like we were) what that funny cow character is — that’s Ribby Ribeye. A popular brand mascot from the 50s, this well-known figure has now been returned to Sizzler’s visual oeuvre, accompanied by a few other character designs: “Rippy, the lobster tail, Toasty, the brand’s beloved cheese toast avatar, and the Salad Bar-barian”, all inspired by popular menu items, developed with “elements of 1950s Hanna-Barbera cartoons and mid-century Southern California”.

The rebrand went beyond a fresh new look and feel, with the Tavern team overhauling Sizzler’s brand strategy, tone of voice, and naming strategy behind the scenes. “Even how servers greet customers was reconsidered and adapted for a new generation of Sizzler fans.” The agency has considered every detail as the remodelled restaurants roll out. “We wanted to create a brand that resonates with longtime fans and a new generation of diners,” adds Mike. “By combining the best of Sizzler’s heritage with a modern aesthetic, we’ve revitalised a brand that isn’t just nostalgic, it’s joyful and exciting, and it casts the brand in a new, timeless light.”