Pioneers of the Great American Burger - Launch Film

Concept Development, Art & Design

In the fall of 2016, we were approached by CKE for a complete makeover. Our task was to pull them out of their reputation of being famous for featuring scantly clad ladies in commercials, and position them as the pioneers of the greatest tasting burgers in America.

Starting from the look and feel of the brand, all the way to how their commercials were shot, down to the music that went with it - we gave Carl's Jr. a rebrand that brought the focus back to their food.

:15
:15
:15
Design
Design

Turned the color palette over to make the brand feel modern. Introduced new fonts that made an impact but retained the brand's edgy personality. Kept the star because what would Carl's Jr. be without it!

Photography
Photography

By The Voorhes

Case Study

My role in this campaign was to redesign the brand look, and reposition the chain and what it stood for. Our team did this by establishing CKE as the Pioneers of the Great American Burger.

CKE also created the fictional character of Carl’s Senior to launch the campaign. That part was brought to life by a different team at 72andSunny, and is not an idea I came up with. The case study below is included solely to show how the two halves of the campaign came together at launch.

Pioneers of the Great American Burger - Launch Film
:15
:15
:15
Design
Photography
Case Study
Pioneers of the Great American Burger - Launch Film

Concept Development, Art & Design

In the fall of 2016, we were approached by CKE for a complete makeover. Our task was to pull them out of their reputation of being famous for featuring scantly clad ladies in commercials, and position them as the pioneers of the greatest tasting burgers in America.

Starting from the look and feel of the brand, all the way to how their commercials were shot, down to the music that went with it - we gave Carl's Jr. a rebrand that brought the focus back to their food.

:15
:15
:15
Design

Turned the color palette over to make the brand feel modern. Introduced new fonts that made an impact but retained the brand's edgy personality. Kept the star because what would Carl's Jr. be without it!

Photography

By The Voorhes

Case Study

My role in this campaign was to redesign the brand look, and reposition the chain and what it stood for. Our team did this by establishing CKE as the Pioneers of the Great American Burger.

CKE also created the fictional character of Carl’s Senior to launch the campaign. That part was brought to life by a different team at 72andSunny, and is not an idea I came up with. The case study below is included solely to show how the two halves of the campaign came together at launch.

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