CARL’S JR.
Distinguishing itself from Hardee's, Carl's Jr. introduces a fresh, bold flavor with a revamped brand tone and voice. Embracing audacious innovation in their burgers and food products, the brand has undergone a comprehensive redesign and visual overhaul. After more than 15 years, Carl's Jr. sought a modern update. We had the chance to collaborate on a complete rebrand, addressing everything from their overall brand voice and visual merchandise to their digital presence and beyond.
A TRUE BRAND SEPARATION.
Services:
Art Direction, Brand Strategy, Voice & Messaging, Brand Collateral, Merchandise Design
Internal Support:
Kara Gasbarro, Joanna Bayer, Dan McGill
Photography:
Rusty Hill
The new creative messaging is to show the bold craveable flavors that are so irresistible that the people desire them all the time, can't stop thinking about them, and literally can't resist the urge to give in to this primal need for gratification. This is achieved by utilizing rich closeup food photography paired with a unique style of food styling to push the crave.
BIG. BOLD. AUDACIOUS.
Did you celebrate Free Burger Day? After Super Bowl LVIII, Carl’s Jr. ran their first Super Bowl ad and declared February 12th, 2024, as Free Burger Day. They gave away free Western Bacon Cheeseburgers to My Rewards members the day after the game. Yes, free! Here’s the TV spot and all the promotional materials they shared.
NEED BURGER. GET BURGER
