Jack in the Box
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Jack in the Box was ready for a dramatic brand overhaul to differentiate it from the field and to recapture lost market share. We not only re-invented the brand experience, we created a new one called JBX. JBX was a revolt from the conventions of the fast food industry, creating a truly unique customer experience. We tackled every possible consumer touch point from napkins to menu boards, uniforms to wall art and signage to architecture. We developed a "kit of parts" strategy to offer multiple design solutions to fit with relevant real estate strategies. |
Our initial conceptual design effort was praised by Jack in the Box's executive committee and validated by focus groups. Jack in the Box selected Brand Architecture as its national architecture firm and together we built and opened two flagship JBX restaurants in Southern California to rave media |
