Hub Strategy Redesigns Chevys Fresh Mex After 25 years in business, restaurant chain Chevys Fresh Mex needed a fresh start according to the folks at San Francisco’s Hub Strategy, who were tasked by the brand with helping “bring back [its mojo.” As a result, Hub overhauled Chevys’ somewhat tacky design, creating a support menu, engagement strategies and an overall “new brand tone.” If you want to see the difference, below is a before and after Chevys menu comparison. Hub, with the help of consulting group Results Thru Strategy, created several pieces of messaging inspired by Mexican border cantinas that were created with hand-placed woodblock type and custom illustration. Notice the difference? We can dig the makeover and the aim for Mexican authenticity, but not sure if this is enough of a lure to visit Chevys’ Times Square tourist trap location any time soon.