Chugz
Chugz
Chugz
2025
2025
Chugz is a standalone soda shop in Logan, Utah, offering soft drinks with a wide variety of flavor combinations. As new competitors continue to enter the market with stronger branding and customer experiences, Chugz has struggled to maintain its footing. While branding isn’t the sole factor behind these challenges, the lack of a clear visual identity certainly hasn’t helped.
Chugz is a standalone soda shop in Logan, Utah, offering soft drinks with a wide variety of flavor combinations. As new competitors continue to enter the market with stronger branding and customer experiences, Chugz has struggled to maintain its footing. While branding isn’t the sole factor behind these challenges, the lack of a clear visual identity certainly hasn’t helped.
Chugz is a standalone soda shop in Logan, Utah, offering soft drinks with a wide variety of flavor combinations. As new competitors continue to enter the market with stronger branding and customer experiences, Chugz has struggled to maintain its footing. While branding isn’t the sole factor behind these challenges, the lack of a clear visual identity certainly hasn’t helped.
Although I was never officially approached to rebrand Chugz, I took on the challenge as a design exercise—reimagining how the brand could establish loyalty and stand out in a saturated market. The updated system draws inspiration from successful Utah-based concepts like Crumbl, focusing on brand consistency through personalized styrofoam cups, a stronger social presence, merchandise, refreshed drive-thru experiences, and improved in-store touchpoints such as menus and signage.
Although I was never officially approached to rebrand Chugz, I took on the challenge as a design exercise—reimagining how the brand could establish loyalty and stand out in a saturated market. The updated system draws inspiration from successful Utah-based concepts like Crumbl, focusing on brand consistency through personalized styrofoam cups, a stronger social presence, merchandise, refreshed drive-thru experiences, and improved in-store touchpoints such as menus and signage.
Although I was never officially approached to rebrand Chugz, I took on the challenge as a design exercise—reimagining how the brand could establish loyalty and stand out in a saturated market. The updated system draws inspiration from successful Utah-based concepts like Crumbl, focusing on brand consistency through personalized styrofoam cups, a stronger social presence, merchandise, refreshed drive-thru experiences, and improved in-store touchpoints such as menus and signage.
The proposed identity positions Chugz with a much stronger chance of relevance and differentiation compared to its current outdated branding. While results are hypothetical, my research and design approach suggest that this new direction would give Chugz greater potential to build recognition, cultivate loyalty, and stay competitive in the growing soda shop scene.
The proposed identity positions Chugz with a much stronger chance of relevance and differentiation compared to its current outdated branding. While results are hypothetical, my research and design approach suggest that this new direction would give Chugz greater potential to build recognition, cultivate loyalty, and stay competitive in the growing soda shop scene.
The proposed identity positions Chugz with a much stronger chance of relevance and differentiation compared to its current outdated branding. While results are hypothetical, my research and design approach suggest that this new direction would give Chugz greater potential to build recognition, cultivate loyalty, and stay competitive in the growing soda shop scene.
