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Re-branding Howard Johnson

Was to selecting a defunct or a dead brand and reinvent it through the development of a new brand identity and introducing brand extensions to expand the brands credibility in the market.



The old company was there to provide comfort of home away from home to travelers. But this vision was shortcoming and failed to meet the needs of the travelers. The core for the new company, is to shift the idea of fast food and travel to a fresh and a healthy way to move in and out of the country. The new bard identity wanted to evoke the feeling of freshness.

Creative Director  Erik Adams
Studio  Williamson Adams

The identity was based on three words that best described the brands aspiration and goal. Nature, Activity and Handwriting.

Introducing Mrs. Johnson as the mom and pop shop which serves local places.

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