US-based restaurant company The Habit Burger Grill, a part of Yum! Brands family, has announced its collaboration with Pentagram, an independently owned, multi-disciplinary design studio, to transform its visual brand identity.

The decision to invest in transforming its visual brand identity is due to the restaurant company’s aim to strengthen its position in the market while elevating brand recognition.

With this effort, The Habit Burger Grill Partners said it also intends to create a lasting impression on its customers.

Pentagram has been selected to perform this work after an extensive and competitive process.

The Habit Burger Grill’s marketing team believes that partnering with Pentagram will help them translate their story into creative and tactical branding.

Habit Burger Grill Global chief marketing officer Jack Hinchliffe said: “We are thrilled to announce our partnership with Pentagram as we embark on an exciting and critically important journey to make our visual brand identity unmissable, memorable and meaningful.

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“We were blown away by the talent of the team at Pentagram. Not only do they bring exceptional creativity and strategic prowess, but they are also wonderful people with buckets of humility, curiosity and passion.

“We are confident that together, we will create something with longevity that sets us apart in a crowded marketplace.”

Under the new initiative, Pentagram’s owners will personally oversee the visual rebranding work using a hands-on approach.

This will ensure that every aspect aligns with The Habit Burger Grill’s vision to capture the food culture in California.

The restaurant company said its main focus is to create a visual identity that clearly represents its commitment to “quality and innovation”, as well as appeal to customers on a deeper level.