Five Guys Rebrand The goal of this project was to choose a restaurant of my choice and redesign it’s entire branding system. Five Guys is a very popular burger joint that has been around since the 1980s. I personally feel like their burgers and fries are extremely good and that their restaurant is an upscale fast food restaurant. For the new branding system, I decided to focus on the terms: minimalist, old-style, healthy, clean, and loyalty. I believe that Five Guys represent an energetic vibe and created a visual energy to go with those great qualities that Five Guys are made up of. This new branding system also openly displays Five Guys’ appreciation of their employees and customer.