Challenge JRECK Subs made the decision to update their brand identity in 2022. The new branding is a significant departure from the previous logo and identity (featuring the locally iconic Admiral). There was a need to find an elegant way to roll out the new brand while emphasizing a renewed commitment to focusing on the many great things about JRECK and its offerings that would remain the same and/or improve in the process.
Solution PHG created a conceptual thematic to communicate the change to JRECK’s ardent followers and new prospective customers alike: New look. Old school everything else. A nod to the company’s roots as the brainchild of a group of schoolteachers in northern NY in the 1960s, the theme came to life through a new design construct and messaging that PHG developed and executed across in-store signage, print, outdoor, radio and social media executions.