We took the heart of the existing Grub brand and turned up the volume, allowing the personality, ethos, and vision to come through. The typeface has been simplified and supplemented with a host of alternate expressions. The color palette has been brightened and extended… familiar yet fresh. The result is a layered, dynamic brand identity that is decidedly modern and unmistakably Grub.


Grub Burger Bar began in 2012 and grew quickly. So when the 17th location launched in 2017, it was time to develop a scalable brand identity system that represented the heart and soul of its original vision. Grub is about people first. What was once a College Station burger joint brought to life by a dedicated crew and loyal patrons is now a nation-wide brand that invests in its employees, customers, and community.