Huxtaburger has rolled out a fresh new look and brand strategy ahead of plans to expand nationally.

The burger brand announced this year, it will transition from a single-destination restaurant model, to a multi-site food retail franchise, taking its signature burgers beyond Melbourne.

After announcing plans to franchise the business model in late 2016, Huxtaburger is now scouting locations throughout Victoria, with a store to launch in Melbourne’s inner west by midyear.

Following the local expansion, Huxtaburger will grow nationally with venues to open in New South Wales by 2019.

Enlisting the aid of franchise consultants DC Strategy, the expansion will see Huxtaburger owning a total of 50 stores within the next five years, constituting a mix of both company-owned and franchised stores.

In collaboration with graphic design studio Pop & Pac, the burger brand will also roll out a new look in its stores this month.

Matt Fickling, Huxtaburger Group general manager, said the rebrand nods to Huxtaburger’s origins.

“Huxtaburger is more than just burgers,” Fickling said. “The rebrand marks an era of exciting growth, allowing us to externally express what has been at the core of Huxtaburger from the very beginning.”

“We’re all about leading active and aspirational lives, with our new packaging designed to encapsulate this,” he added.

From images of skydivers, surfers and skateboarders dotted throughout the design, the packaging references the brand’s connection to urban culture, designed to exude a distinct ‘street’ feel, Huxtaburger said in a statement.

To kick off the rebrand, the burger retailer has introduced new custom-made packaging and signage in store.

“Our new look and feel places the brand in a unique and highly recognisable position and, over time, will only increase the brand’s relevancy as we expand and differentiate from our competitors,” Fickling said.

Fickling said they are expecting Huxtaburger’s projected revenue to exceed $15 million by 2018.

Since its Collingwood inception in 2011, Huxtaburger has launched a further four stores in various locations around Melbourne, including Prahran, Hawthorn, the CBD and Eastland Shopping Centre.

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