JACK IN THE BOX:
When Jack in the Box started thinking about a rebrand, they called up all the hot branding agencies to pitch for the business. We asked if we could throw our hats in the ring, too. We won the project with a vision of celebrating Jack as an icon. It's a rebrand that's bolder than the other guys, more flexible than before, and carefully tailored to our audience's style.
For over 30 years, Jack was part of the Jack in the Box logo until he was taken out in 1980. As part of the brand's biggest rebrand effort in over a decade, we were inspired by what it is that people love about the brand: Jack himself. I created the new logo to pay heritage to design elements of the old logos, with a refined, simple, and confident look. We took the type out of the current hexagon logo, refined it, and turned it into a secondary mark.
We introduced a new custom font for the brand, Jack Bold. The design takes cues from the curves and arches of Jack himself to create a seamless look. The typeface was introduced across the brand, from in-store to all communications, evoking a sense of playful youth for the brand.
We brought a new illustration style forward that showcases the brand's irreverant personality. A new photography style embraced the drippyness, messiness, and all the other beautiful imperfections that make our food so over-the-top craveable.
Client: Jack in the Box
Role: ACD Lead Designer