BLACK is a quality hamburger chain, a pioneer in its field in Israel, and the first to bring the concept of high-quality hamburgers beyond the metropolitan and into the suburbs. Over time, BLACK was faced with increasing competition making it necessary to refresh the brand and formulate an image and customer experience suited to its target market of young families.

The project’s starting point was the name ‘BLACK’ - a significant asset, which brings a unique energy to the general experience provided by the chain. This energy was translated into a brand story that speaks of a strong desire and yearning for quality, juicy, mouth-watering meat, consistent with the high quality raw materials and chef recipes used by the chain. In order to illustrate the unique BLACK experience, Jack was developed - a small red leprechaun that embodies the mischievousness of the chain and urges clients to live life, not to give up on the things they love, and to devour hamburgers - because you only live once!

jack character

The strategy and new creative concept constitute the infrastructure for ongoing marketing communications at the branches, on menus, in television and digital campaigns and through various media.