For this university project, I created a brand refresh for a globally known brand. This choice wasn't accidental; I have always had a personal dilemma with Whataburger's current mark, feeling it could be so much more. While I understand and respect its historical influence, the current mark lacks functionality and can be visually difficult to look at.
 

To address this, I took a contemporary take on the current Whataburger mark to make it feel modern, bold, and new. The new mark is clean and simple, utilizing geometric lines that offer limitless creative expression. I switched the traditional orange for a strong red, accented by maroons and creams. To complement this, the typeface features strong, boxy letterforms that remain in that same geometric category.