Smashburger is transforming its menu and visual identity, drawing inspiration from burgers crafted from its proprietary smashing technique, fries and bold flavors. "Our new brand aesthetic is rooted in reconnecting with our roots and creating an identity where our guests truly feel at home, like they're among friends savoring one of the best foods on the planet: a burger — our smash burger," Smashburger Chief Marketing Officer Thomas Prather said in a company press release. "We wanted to ensure that every visit is an enjoyable escape, leaving our guests eagerly anticipating their next experience with us.