Woman enjoying a Sonic drink


Founded in 1954, the iconic drive-in restaurant Sonic had expanded dramatically and recognized a need to position itself for future growth. By refreshing its brand identity and unifying its menu, packaging and retail environment, Sonic could attract new customers and solidify appeal among potential investors and franchisees.

Sonic adopted a new “retro-future” positioning to evoke positive associations of the classic American drive-in.

A new “atomically-charged” logo was designed and incorporated into signage, menus and product packaging. Also developed was a fun, high appeal restaurant prototype, revitalizing the customer experience at the point of sale.

Deliverables: Logo, signage, retail graphics.

Project role: Senior Designer. Developed at Lippincott.

Sonic logo
Close-up of sonic sign, in rain
Exterior of Sonic restaurant at night
Sonic burger and fries
Sonic guys