File this under “I don’t know who you are anymore.” From Duffy & Partners, the folks that brought you the Gattica-esque, futuristic redesign of, um, Fresca, comes the likewise 3D modernity of yet another “huh?” brand. Jack-in-the-Box franchises have existed under the now-retro-looking brand for some time now and, well, doesn’t everything need to be redesigned every so often in order for it to remain relevant? Take the departed Paul Rand-designed UPS logo that was ultimately replaced by the 3D shield design or the latest Pepsi logo that looks more like an outtake from a previous redesign than a finished piece, IMHO. Personally, I feel nostalgic for older brands and that probably makes me less objective as a designer or re-designer. The new Jack look seems to be hesitant to decide which century it wants to be a part of. On the one hand, the script type feels like a bit of a throw-back, but then the “in the box,” which has now been reduced to tag-line status, could easily say “x-box.” I think Duffy has done some good work, but this is not among its best. Just look at their Knob Creek suite of labels and try to compare the quality, relevance and messaging of those to this one.
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