Out on the west coast, Carl’s Jr. is known for one thing: juicy, charbroiled, deliciously meaty burgers (ok, maybe that’s more like four things). Point is, when Carl’s Jr. decides to make a burger with a 100% plant-based patty, it’s bound to raise some eyebrows.

To launch this bold, innovative new burger, we wanted to reinforce Carl’s Jr.’s legacy. So we decided to show the journey of a true Westerner: someone who proves it’s possible to maintain your roots while seamlessly embracing modern tastes. Some call that the wagon of change.