ART DIRECTION. VISUAL DESIGN. BRANDING.
Jack in the Box
In October, creative teams at David&Goliath started working on a launch campaign for the new Buttery Jack Burger, from fast food giant, Jack In The Box. Their TV concept was based around the idea of "Legendary Jack" and his epic journey to find the freshest ingredients for this new burger. The team had a number of rough scripts, storyboards, and ideas for social extensions, but they needed a look and feel for the campaign. This is where I came in.
Using the TV concept as an initial point of reference, I was tasked with designing a number of branded key art that was flexible enough to work across TV end cards, outdoor billboards, print ads, and posts on social networks. In only two days I quickly knocked out nearly 20 variations — focusing on typography, photography, graphical elements and layout.
Sample style frames and storyboards from the TV concept.
My first step was to start getting initial thoughts down on paper. I started sketching and writing down notes that tried to encapsulate the notion of the TV spots and portray the idea of "Legendary Taste." The designs needed to be simple, yet impactful, but they also needed to separate Jack In The Box from the other fast food companies. That was the line I had to balance — make the burger seem premium, but at a value to the customer.
The directions focused on large, in-your-face burger images paired with bold type. A pattern of Jack In The Box icons, which is present in some of their collateral, such as burger wrappers, was used as a graphical element for the background and floor surface. Size, scale, color, type, layering of elements, and even the angle of the product were explored.
"Can we make it feel more EPIC? It still doesn't feel quite 'legendary' enough. What if it feels like an action movie or more like Star Trek ?"
Time was of the essence with this exercise. I typically prefer quality over quantity, but the nature of this request called for as many variations as possible. In two days, I pumped out about just over 20 options. Looking back, it was great practice for moving quick and making decisions on the fly.
MY ROLES & RESPONSIBILITIES
Art Direction, Visual Design, Brand Exploration, Retouching