Slate Creative supported a full creative brand refresh, capturing a new visual identity and building a scroll-stopping content system that matched the energy of Just A Better Smashburger.

Through deep brand discovery and audience insight, we identified one truth: burgers are a social experience. They’re better with friends, and the content should feel that way too.

We leaned into a friend-forward, moment-driven brand direction, with content that’s playful, shareable, and rooted in real energy.

• Developed content pillars around food, people, and social culture
• Created a mix of polished, cinematic visuals to elevate the premium feel — and casual iPhone-style content to blend into the feed
• Delivered monthly shoot calendars and campaign ideas to promote updates, specials, and real-time trends
• Optimized organic social strategy with consistent scheduling, performance reviews, and platform insights

• Rebrand launched from Peace, Love, and Burgers to JABS
• Opened a new location in Cedar Park following brand momentum
• Secured official Austin FC home game deal at Q2 Stadium
• Won Consumer Choice and Judges’ Pick at the Annual Burger Bash
• Significant organic growth in reach, engagement, and buzz
• Brand voice and content now position JABS as a bold, social, premium burger experience built for this generation