Sibling restaurant chains Carl’s Jr. and Hardee’s are going to look a bit different in the coming days.
CKE Restaurants Holdings, the owner of the two fast-food brands, announced on Wednesday that Carl’s Jr. and Hardee’s are debuting a new brand identity featuring updated visual design, typography, and more.
Inspired by their drippy, messy yet indulgent food offerings, the revitalized design aims to invite the chains’ loyal fans, as well as new customers, to satisfy their cravings at any Carl’s Jr. and Hardee’s locations.
Carl’s Jr. and Hardee’s new brand identity
The makeover for both chains includes the following:
FLAVOR TRAIL: The brands’ new flavor trail is now textured to be charbroiled like the chains’ popular burgers. Coming to life in different illustrations that imbue flavors of crispy like the brands’ Hand-Breaded Chicken or fire like their Angus Beef Burgers, the updated flavor trail still follows Happy Star and can be seen through the chains’ packaging, restaurant design, and more.
LOGO: Happy Star himself is getting a makeover. Crafted as carefully as our biscuits and burgers, the new star logo now comes with a charbroiled textured shadow to lead the flavor trail, along with an ode to their founders’ names in their honor.
COLOR PALETTE: Carl’s Jr. and Hardee’s will also be rocking a set of bolder colors as part of their new look. Inspired by CKE Restaurants’ trademark and craveable food items, the brands’ new identity will be filled with Charbroil Black, American Cheese Yellow, Flame Red, and Biscuit Cream.
TYPOGRAPHY: The chains’ new color palette and updated logo and flavor trail will be paired with arpona wedge serifs, which mimic the shapes and angles of Happy Star. The new typography is big, bold, and impactful just like the two brands.
“This reimagined identity not only rings in a new era for both Carl’s Jr. and Hardee’s but gives us a platform to unite our total brand experience around leading our guests to what feeds their happy,” said Meredith Martin, senior director of marketing communications at CKE Restaurants, in a press release. “It took a detailed process and many months to create all this, and we’re extremely proud of the refresh and its ability to emotionally connect guests to our brands and amplify the craveable truth surrounding our food.”
Created in collaboration with global design agency Design Bridge, Carl’s Jr. and Hardee’s new visual brand identity has begun rolling out, continuing throughout the fall. Elements of the updated look will be seen throughout the chains’ restaurants, including employee uniforms, in-store signage, food packaging, advertising, and more. Both chains will also kick off a 360-campaign featuring their new brand identity across television, radio, and social media.
“For us, the recipe for success was clear,” said Claire Parker, executive creative director of Design Bridge North America. “Bring the story back to the experience. Make flavor the star. Carl’s Jr. and Hardee’s now focus on what makes them really special: the food. And with this new visual identity, it looks like something that’s going to satisfy every sense.”
Carl’s Jr. and Hardee’s Score Big Cup Game & Sweepstakes
To celebrate the brands’ new look, both chains have launched the Score Big Cup Game & Sweepstakes today. When you order a large combo meal, you’ll receive a specially marked 37.5 oz Big Cup with a dedicated QR code, which gives you a chance to instantly win prizes and free menu items. The sweepstakes’ grand prize is a trip to the College Football Bowl Game and VIP Experience in Pasadena, Calif., or the College Football Conference Championship Game in Atlanta.