Changing the narrative
of the fast food culture.
Art/ Design Direction
Hardee's UAE was on a mission to transform its business and achieving higher recognition
in an overly saturated market. They were getting lost within the landscape and their brand
message was getting faded by en ever-changing generation of consumers that wanted part
of something more real and authentic.
While other brands were blowing their whistles in favour of healthy and lean, a side of the
fast food culture still kept it's true nature of going all in. Keeping it real and authentic though,
yet loyal to their sauce-dripping high fat, greasy craving and desires for a super burger.
Hardee's wanted to be part of that conversation and lead the way for a more authentic
generation of consumers by being the voice that speaks and encourages to GO ALL IN.
And by reaching out to a younger generation, with a completely new brand positioning
and message, we made the brand GO ALL IN with an unapologetic approach to the fast
food culture and spirit.
Real & Unapologetic
We build on the brand spirit, one that says "fu*k you" to all the progressive fast food
chains; the anti- beef campaigners; the clean & lean puritans; the "no-mess" pseudo
fast foodies out there. One that says "Dig in and get messy". One that says "No remorse".
Because in the end, its about enjoying the experience. We brought this idea through a
new brand positioning and brand personality, and with that, a brand transformation in every level.
To celebrate the unapologetic nature of the New Hardee's, we created a fresh and bold
take on every touchpoint. Tone of voice dictated the way consumers engaged with the
products. And the new illustration style added a lighthearted emotional storytelling to
the brand experience.
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