A billboard for the burger restaurant Shake Shack. Shake Shack is a bit more prestigious than other fast burger restaurants, so it needed a unique tag line to reflect the brand’s personality.  The tag line uses a very familiar phrase, immediately grabbing attention and making it memorable.

Goal: To make road travelers seek out Shake Shack as a place to stop, get a good meal, and relax.

Concept: When we think of the phrase “shackin’ up” we know it’s a reference to an extended stay with a romantic interest, so it's not a quick stop before moving on. Seeing the phrase on the billboard, we immediately think of a trip to a Shake Shack restaurant and staying there for longer than we might at another burger restaurant. By associating it with a known phrase and adding a word that is similar to one in the company name, the line shows the personality of the brand and attracts the target audience. When readers want a burger, they’ll think of "shackin’" up at a Shake Shack.

Graphic Design: katiesayshi_