Hellmann's Burger Route
Scope: Logo Refinement, Campaign Design and Brand Evolution
Hellmann’s® Foodservice launched Burger Route in 2015 as a restaurant operator sweepstakes in Atlanta, Chicago and Los Angeles. Later that year, the campaign expanded into the Canadian market with a launch in Toronto.
In 2016, Burger Route grew into a broader consumer-facing promotion available to restaurant guests across the United States and Canada. Participating operators could bring the sweepstakes directly to their customers, significantly expanding the campaign’s reach.
I was responsible for refining the Burger Route logo and visual identity, transforming the client’s initial concept into a more polished and cohesive campaign mark. This project highlights the evolution of the logo from its original 2015 version to the final design used for the expanded campaign.