Bulldog Design: Jack in the Box

Jack in the Box is a regional powerhouse with 2,100 restaurants in eighteen states poised for continued expansion throughout the U.S., with restaurants currently operating in states from California to South Carolina. Their executive leadership team recognized the market was changing and they were switching from a company-owned to franchisee-centric business model so they needed to look at their brand from a new perspective. For the past two years we worked closely with the executive and operational leadership teams to position their brand and internal culture for this shift. Working collaboratively with their team, a new vision, mission and set of defining values was carefully crafted.

Working from this foundation, we’ve helped inform and reshape their entire brand platform. It was introduced throughout the company in a series of Brand Immersion summits using a variety of tools, one of which was The Book of Jack—an internal brand guide to help inspire and guide employees and business partners.

The books design conveys the future-forward mission while incorporating logos and brand colors to maintain a strong brand connection. The Jack in the Box logo inspired the shape of the guide and was also used to create a graphic background element to create visual interest. Messaging hierarchy to highlight key phrases and principles is established using varying weights of type. And pops of color and vibrant photography clearly illustrate the story to cohesively bring the entire brand message to life.