Smoothie King Gets a Logo Refresh

Hires new marketing lead

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Smoothie King has a new logo and a new top marketer.

The fast-food juice chain, which has some 651 locations globally—524 of them in the U.S.—revealed its newly redesigned brand icon, the first in 20 years, after a year-long process working with Dublin, Ohio-based design agency WD Partners.

That follows the hiring of a new vp of marketing, David Moore, most recently CMO at Spin Fresh, a seller of commercial fryers. Moore, who started at Covington, Louisiana-based Smoothie King in late June, also brings fast-food marketing experience from his days as a regional account director at Leo Burnett, where he led the agency's McDonald's business in South East Asia and China.

The majority of Smoothie King's international locations are concentrated in South Korea, where the brand's current owner and CEO, Wan Kim, opened the first franchise outside the U.S.

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