Fuddruckers wanted to appeal to younger audiences by creating a campaign rooted in emoji-type graphics that had a high “shareability” quality. They wanted the graphics to connect to different specialized menu items.
The solution veered toward creating actual characters out of these specialty burgers. Rather than hinge on the ingredients themselves, we created a unique personality for each burger. The styles are consistent with common emojis and the uniqueness of each one had to be identifiable on a tiny scale for text messaging and social media use.