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American BackwardsAmerican Backwards

American Backwards

Identity

The identity package for American Backwards’ plant-based take on fast food required both a critical lens on the typical McDining Experience and a sense of bratty fun in presenting the alternative. Disruptive yet whimsical, our z-to-a approach encompassed signage, packaging, promotional materials, websites and merch in which nothing regarding the American ideal was sacred – not even Rockwell.

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Concept & Design
Index