I worked on a complete overhaul of the imagery to help signal a change at A&W, but more importantly to make people drool and feel very, very hungry.
In 2013, the quick-service industry was flat at best. A&W knew they needed to disrupt the market and differentiate in order to succeed. The challenge was to reach a younger demographic with a new strategy focusing on the better quality of A&W’s ingredients.
I worked on a complete overhaul of the imagery to help signal a change at A&W, but more importantly to make people drool and feel very, very hungry.