The Basement Unveils New Brand for QSR Automations

The Basement announces the launch of a new brand identity for QSR Automations, the global leader in restaurant technology that serves up solutions ranging from kitchen display systems to table management and hardware.

The transformation comes on the heels of a year of change for the brand, which welcomed a new CEO and opened a $10.5 million headquarters in 2021. To match its forward momentum, QSR Automations was looking for a complete refresh and an overhauled website. 

The Basement was tasked with creating a new visual identity and bringing it to life across all mediums. In addition, QSR Automations was in need of public relations support and content creation, making it one of the agency’s first clients to integrate strategic communications into a cross-functional list of agency services.  

Through a series of discovery conversations and jam board sessions, the creative team at The Basement discerned that QSR Automations’ brand identity should convey both expertise and innovation; modernity but also longevity.

The new branding and logo is the culmination of a transformation that’s been in the works for well over a year. With a colour scheme that conveys the seamless efficiencies and state-of-the-art technology behind QSR’s ConnectSmart Platform, it is meant to evoke the movement and energy of a well-orchestrated restaurant.

The new website is streamlined and easier to navigate, allowing customers to quickly find the information they need.

“All I can say is ‘wow.’ Our entire team was absolutely blown away by the new logo, and we are anxiously awaiting when we can show our new look to the world,” said Julie Rudder, director of marketing at QSR Automations. “The team at The Basement took the time to understand our intrinsic identity, and created a look that honours that past while looking forward to our new era.”