CKE RESTAURANTS
DIGITAL PRESENTATION
BRIEF
CKE Restaurants, the parent company of Carl’s Jr. and Hardee’s, was in the process
of distinguishing the two brands to establish their unique identities. For an upcoming town hall presentation, they needed a cohesive deck that effectively represented both brands under one umbrella. The challenge was to create a unified style that catered to Hardee’s focus on brand recognition, awareness, and trust among an older demographic, while also appealing to Carl’s Jr.'s younger, party-oriented audience seeking late-night dining options.
SOLUTION
I developed three distinct concepts to effectively communicate the dual brand
identities. The first concept featured full-bleed images and vibrant food photography, paired with clean, simple layouts that provided a polished and professional look. The second concept embraced a more playful approach, creatively integrating typography into the food images to enhance engagement and visual interest. The third concept showcased a vintage aesthetic, utilizing groovy fonts, hand-drawn doodles, and 90s-style patterns. This design aimed to resonate with the nostalgic Hardee’s older demographic while also appealing to Carl’s Jr.’s younger audience, as the fun, retro style aligns with current trends. Although the client loved the creativity of all three concepts, they ultimately selected the first, safest option for its clarity and impact.
(Please note that all financial details and other sensitive information in the following concepts and presentations are placeholders to protect client confidentiality. These examples are intended for demonstration purposes only and do not reflect any actual financial data.)


