In 1956, A&W opened Canada’s first fast food restaurant and people instantly fell in love with their delicious burgers and iconic root beer. But over time, A&W strayed from what initially defined them – building their entire brand around rational claims of quality, instead of why people fell in love with them in the first place: their ridiculously delicious food.

To reignite that passion, we helped A&W reconnect with its roots by overhauling their entire brand identity from top to bottom. This included a mouthwatering photography style, a colour palette inspired by our fresh ingredients, a custom type family built for every craving and an expansive shape system that echoes their beloved menu items. We even brought new life to some old friends – re-imagining our beloved brand characters Rooty and The Burger Family.

Ushering in a new generation of burger lovers and reminding Canadians why they fell in love with A&W in the first place.