Steak ‘n Shake switched every one of its locations to frying in 100% beef tallow in early 2025, and Luckies, a new burger joint opening in Port Neches, Texas, in early 2027, is building its whole identity around that old-school way of cooking (think beef tallow fries and meat ground in-house).
SAMPLE created the brand to feel like a place you’ve already been.
The wordmark is a loose brush script in mustard gold, tucked into a navy oval, inspired by traditional sign painting. In the restaurant, the mascot is a winking rabbit in overalls holding a burger high, a nod to the lucky rabbit’s foot, drawn in the rubbery, bouncy cartoon style of 1950s fast food characters. He shows up on burger wrappers in a repeating pattern, on embroidered patches, and on a pinstriped soda cup.
