Cult-favorite midwest burger chain Hot 'n Now was under new ownership—recharged and ready for a new generation of fast food lovers.
When they reached out for a rebrand, the task was clear—keep the original intact while refreshing the voice and visuals surrounding it. What emerged was a brand that found its place in a crowded market by rolling back the fast food conversation to its simpler roots: food done right, and right now.
To inform the launch campaign, we dug into Reddit, YouTube, Facebook, and other spaces where Hot 'n Now rememberers gather. To connect with this audience, we prioritized digital and social, keeping it bold, fast, and real.
When they reached out for a rebrand, the task was clear—keep the original intact while refreshing the voice and visuals surrounding it. What emerged was a brand that found its place in a crowded market by rolling back the fast food conversation to its simpler roots: food done right, and right now.
To inform the launch campaign, we dug into Reddit, YouTube, Facebook, and other spaces where Hot 'n Now rememberers gather. To connect with this audience, we prioritized digital and social, keeping it bold, fast, and real.
Brand Design
Campaign Concepting
Art Direction
Photo/Video Direction
Copy Direction
Created with: Next
Photo & Video: Proton Studio
Styling: Grace Kelly
Campaign Concepting
Art Direction
Photo/Video Direction
Copy Direction
Created with: Next
Photo & Video: Proton Studio
Styling: Grace Kelly
