This re-brand of Long John Silver’s LLC is based on my response to the fast food franchise’s recent, unsuccessful effort to change its public image from a provider of deep-fried fish to a healthier-conscious food source. My research suggests that most consumers did not respond positively to the altered attitude and menu, nor to the minimalist design approach to promotion materials. In contrast, my rebrand provides the edge/energy needed to honestly reflect the Long John’s unique and identifiable history by embracing and reimagining the franchise’s origins. The campaign reinvigorates audience attraction to the franchise by creating a platform for an adventurous marketing approach. Visually captivating narrative scenes featuring the pirate mascot invite consumers to be bold risk-takers who feel empowered to indulge in their own food choices whenever they want. The deep-fried fish served at Long John Silver’s becomes hidden treasure! Creative textures and gritty type styles work cohesively with an environment-inspired color palette to create active and appealing visuals.
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Book jacket design for Tomas Cizek's The Ruse
