ISO50

With all the fuss over the Pepsi and Tropicana re-brands it’s nice to see something that I think most people can agree on. Under Consideration’s Brand New recently ran a piece about the new Jack in the Box branding. I don’t think they have these in San Francisco, but in Sacramento they were everywhere and as much as I can’t stand their television campaigns (the exploits of their terminally unfunny and somehow vaguely 80’s-esque — in a bad way — globe-headed CEO) I have to say that they really did a good job with this new identity. The re-brand was headed up by Minneapolis-based Duffy & Partners and I think they really nailed it from a purely aesthetic point of view. The only question now is whether people will still recognize it as a fast food joint. I don’t know if everyone is familiar with Pluto’s or Jack’s Urban Eats, but that’s the sort of restaurant this branding conjures up for me. I don’t think that’s necessarily a bad thing, but you have to wonder what sort of effect it might have on what I’d have to imagine is Jack in the Box’s core demographic: people looking for quick, cheap food. So what do you think, design success or design fail?