Jack Outside The Box
During my extensive travels down the west coast of the United States I’ve dined at my share of Jack in the Boxes (and Carls Jr.’s for that matter) and I’ve always found it to be a decent, if not good, supplier of fast food. Their marketing too has always been well done, with their beloved mascot Jack Box front and center alongside their bold iconic logo. It fit the brand as an all-american fast food experience with a sense of humour.
This brings us to their new identity, as designed by branding powerhouse Duffy & Partners, and I’m just not really sure it hits the mark. I think it strays too far from that great old (and bold) red box and the equity they have in that image. Then again straying from that might not be such a bad idea, as I’ve always associated Jack with the rash of food poisonings at the chain during the mid 90′s…so maybe dumping that kind of equity is a stroke of genius.
Still it all comes across a little too classy in execution for the home of the skanky Paris Hilton ad and theJumbo Deal (That’s right, 2 tacos AND a burger). I’d be lying though if I said the identity program doesn’t look good, this is some really phenomenal work in food packaging and signage. I’d die (perhaps food poisoning?) for the chance to work on something of this scale.
At the end of the day I just don’t think this identity program is a good fit for Jack in the Box. For the most part it’s really well done and tasteful, but unless they’re repositioning themselves as a more high-end fast food/sit-down hybrid (think DQ Grill & Chill – the fact that they are killing off Jack indicates more than a simple marketing gimmick – it’s the end of the line for Jack!). It’s just off the mark – too posh – the old mark was just a perfect fit. If it’s the same Jack I’ve come to know, I’m afraid they’ve just put lipstick on a pig…mind you it’s quite a tasty pig, at a good price.
One Response to “Jack Outside The Box”
Jason Dorn - February 25, 2009
I’d agree, the new logo looks great, but seems more suited for a high end furniture or home theater store. But assuming I know nothing about Jack in the box and I just want a (veggie)burger I’d give it a go based on the signage. So maybe they are going after a higher end market.
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