In order to re-establish Carl’s Jr. as a food-forward restaurant, we created a new look that elevated the brand above the rest of the players in the category. And we transformed every touchpoint.

We refined the logo to give it a modern yet timeless design. With the new food photography, we used bold and dramatic lighting that highlighted the ingredients and shot them from a heroic low angle.

The packaging and uniforms employed a clean, bold and sophisticated look, while our menu boards had a clean hierarchy that put focus back on the food.

The main focus of the brand redesign was to focus, and have a clear point of view that projects our core values. We refined the logo by stripping away the red border, which ultimately left us with a strong and timeless logo.

The redesign was applied to everything from billboards, employee uniforms, all in store packaging and menu boards, TV spots, and across all digital and social platforms.

The product photography captures the macro details of the food with lighting and food styling that enhances the natural specular highlights. We are also shooting the products from a lower angle, which provides a better view of every ingredient used.

Our brand transformation was one of the most talked about moments in culture this spring. It was discussed on major U.S. news/talk shows like Good Morning America, Fox Business, and Business Insider, and received major online press coverage commending us for shifting the focus back to food like The Fast Company, Adweek, and Huffington Post.

780 pieces of positive online and broadcast press coverage positively touting our campaign which drove over 1.12 billion unpaid impressions (as of 4.24.17). Carl Hardee Sr Returns received over 12 MM video views (as of 4.27.17) and was even #22 on Twitter’s trending list.

Lastly, the Brand image metrics are up 4+ percentage points within 3 weeks of launch.