A TRUE BRAND SEPARATION.
CARL’S JR.
BIG. BOLD. AUDACIOUS
Carl's Jr. differentiates from Hardee's with a bold flavor and new brand voice, showcasing a commitment to quality and creativity after 15 years. I worked on a comprehensive rebrand, enhancing their voice, visuals, digital presence, and marketing strategies to engage a new audience.
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 Super Bowl LVIII, Carl’s Jr. aired its first Super Bowl ad and declared February 12, 2024, as Free Burger Day. They gave away free Western Bacon Cheeseburgers to My Rewards members the day after the game. Enjoy the TV spot and promotional materials shared.
RICH & AUDACIOUS PHOTOGRAPHY
I led the brand's visual identity redesign to differentiate it from Hardee’s, directing new photoshoots that boldly showcased the food's vibrancy and the dynamic atmosphere, creating a compelling visual narrative aligned with our new brand direction.
TYPE TREATMENT EXPLORATION
Choosing the right wordmark for food campaigns often requires trial and error, considering design elements and marketing goals. Here are examples of type treatments that failed to convey the intended message effectively.
CARL’S JR x LOS ANGELES RAMS
In the last two football seasons, I worked with Carl’s Jr. and the Los Angeles Rams to create promotional cups for Carl’s Jr. stores in LA. Collaborating with the Rams Creative Team, we designed unique cups that captured the Rams brand and appealed to local fans. My aim was to enhance the fan experience and strengthen Carl’s Jr.'s presence in the LA community through memorable designs.
