Case Study · Beverage Brand Repositioning · 2019

A&W rebranding 2019: how the burger chain refreshed visual identity

A&W (rootbeer/burger chain) updated logo and visual identity in 2019 emphasizing freshness and modernization. The refresh updated typography and overall design system. Through 2019-2024 the refreshed brand has been deployed across A&W locations including drive-in restaurants. The case is studied as restaurant brand visual identity refresh.

TL;DR — the quick read

Story: A&W (root beer/burger chain founded 1919) updated logo and visual identity in 2019. Refreshed typography and design system emphasizing freshness and modernization. ~600 US locations. Drive-in restaurant operations preserved. 100+ years of heritage brand.
Why it matters: A&W 2019 refresh is canonical heritage brand visual identity refresh case — demonstrating balance modernization with heritage preservation.
Takeaway: Heritage brand visual identity benefits from periodic refresh.
Takeaway: Balance modernization with heritage element preservation.
Takeaway: Long-running brand benefits from periodic refresh.

STAR framework

A&W 2019 refresh — the four-step story

Situation

A&W (founded 1919) had operated 100+ years with various brand identity iterations. 2019 needed brand refresh for modernization while preserving heritage.

Task

Refresh A&W visual identity modernizing presentation while preserving brand heritage.

Action

2019 refreshed logo, typography, design system. Deployed across ~600 US locations. Preserved orange-brown palette and mug imagery as heritage elements.

Result

Refreshed brand identity. Continued ~600 US locations operation. Sustained heritage brand position. Drive-in restaurant operations preserved.

By the Numbers

A&W rebrand by the numbers

A&W founded

Lodi California by Roy W. Allen

Source: A&W history

Years operating

Heritage brand

Source: Brand longevity

Brand refresh

Visual identity update

Source: Refresh year

US locations

Restaurant network

Source: A&W operations

Restaurant format

One of few remaining

Source: Format preservation

Brand approach

Modernize + preserve

Source: Strategic approach

Quick facts

BrandA&W Restaurants (root beer/burgers chain)

Brand refresh2019

Distinctive productA&W Root Beer floats

US locations~600 in US

Heritage brandFounded 1919 - 100+ years operating

Strategic roleModernize visual identity preserving heritage

Honest note

A&W brand refresh is documented in trade press. Included as restaurant brand visual identity refresh reference.

The 2019 visual refresh

A&W Restaurants is rootbeer and burger chain founded 1919 (100+ years). In 2019 refreshed visual identity updating logo, typography, and overall design system. Emphasized freshness and modernization while preserving brand heritage elements (orange and brown color palette, mug imagery).

Through 2019-2024 refreshed brand deployed across A&W locations. The chain operates drive-in restaurants (one of few remaining drive-in chains) plus traditional dine-in. Brand position emphasizes nostalgia plus modernized presentation.

How RGM thinks about heritage brand refresh

When clients ask about refreshing heritage brand visual identity, A&W 2019 is reference. Balance modernization with heritage preservation. Sustain distinctive brand elements (orange-brown palette). Long-running brand benefits from periodic refresh.

Frequently asked questions

How old is A&W?

Founded 1919 in Lodi California by Roy W. Allen. Sold to Frank Wright 1922 (A&W name). 100+ years operating. One of oldest US chain restaurants.

Is A&W still operating?

Yes. ~600 US locations plus international. Continued drive-in restaurant operations (one of few remaining drive-in chains). 2019 brand refresh deployed across locations.

Sources & references

A&W — A&W official information.