JACK IN THE BOX Designing brand alignment. Founded in 1951, Jack In The Box had weathered public health crises and a short-lived rebranding attempt. In the late 1990s, a hugely successful advertising campaign was launched, spurring growth in sales, stores, and popular culture. At issue: identity confusion. Was Jack In The Box a toy store or a fast food restaurant with a fun menu and saucy attitude? The opportunity was to design a branded experience to align with marketing communications’ success. The identity revitalization leaned into compelling product and personality attributes and became the spirited signature of the brand’s marketing icon—CEO, Jack Box. As new signs shot up across the country and menu boards, packaging, and store interiors adopted the new identity design, the brand found clarity and a greater commitment internally as well as among customers.
Primar y Logo Identity
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Graphic Elements Brand Language
Business Cards Collateral
Reusable Water Bottles Promotional Items
Food Packaging Packaging
Adver tising Out-of-home Marketing
Point- of-sale Graphics Interior Branding
Restaurant Signage Exterior Branding
Restaurant Signage Exterior Branding
R E S U LT S “Our new logo reflects how Jack In The Box has evolved. We’re upgrading our menu, service and restaurants. Now, it’s time to upgrade our logo.” Terry Graham Jack In The Box, CMO