A TRUE BRAND SEPARATION.
CARL’S JR.
THE BACKGROUND
Carl's Jr. sets itself apart from Hardee's by introducing a bold new flavor and revamped brand voice. The brand's redesign reflects its dedication to quality and creativity after 15 years. I collaborated on a comprehensive rebrand, updating their voice, visuals, digital presence, and marketing strategies to effectively connect with a new audience.
BIG. BOLD. AUDACIOUS
The new creative messaging vividly showcases bold, irresistible flavors that linger in people's minds, making it hard to resist the urge for immediate gratification. This connection is enhanced through rich food photography and imaginative styling that amplifies the craving experience.
Services:
Art Direction, Brand Strategy, Brand Collateral, Merchandise Design
Internal Support:
Kara Gasbarro, Joanna Bayer, Kevin Maramot Dan McGraw
Photography:
Rusty Hill
NEED BURGER. GET BURGER
Did you celebrate Free Burger Day? Following the excitement of Super Bowl LVIII, Carl’s Jr. proudly aired its very first Super Bowl advertisement and enthusiastically declared February 12th, 2024, as Free Burger Day. On this special day, they generously gave away free Western Bacon Cheeseburgers exclusively to their My Rewards members on the day after the game. Yes, you heard it right—free! Here’s the TV spot along with all the promotional materials they shared to spread the word.
RICH & AUDACIOUS PHOTOGRAPHY
Tasked with redefining the brand's visual identity and creating a distinct separation from Hardee’s, I took the lead in conceptualizing and art directing the new photoshoots. My vision focused on showcasing the food and the environment in a way that embodies a big, bold, and audacious spirit. I carefully curated each element of the shoots to ensure that the imagery not only highlighted the vibrant appeal of the food but also captured the dynamic atmosphere of the setting, ultimately creating a compelling visual narrative that reflects our new brand direction.
TYPE TREATMENT EXPLORATION
Finding the right wordmark treatments for each food campaign often involves some trial and error, requiring careful consideration of various design elements and marketing objectives. Here are a few notable examples of type treatments that unfortunately did not achieve the desired impact and were deemed unsuccessful in conveying the intended message.
CARL’S JR x LOS ANGELES RAMS
Over the past two football seasons, I collaborated with Carl’s Jr. and the Los Angeles Rams on creating a series of promotional cups, exclusively designed for Carl’s Jr. stores in the Los Angeles area. This project allowed me to work closely with the internal Rams Creative Team, where we developed unique cup designs that captured the energy of the Rams brand and resonated with local fans. From concept to final execution, my goal was to enhance the fan experience and strengthen Carl’s Jr.'s presence in the LA community through visually compelling and memorable designs.
