Arby's was in dire need of a re-brand. They'd become the last lonely outpost for fanatics in abandoned strip malls and lower tier shopping centers. The franchise's ability to hang on wasnt simply tenacity, though. The revelation was that the brand had true adherents- fanatics- fetishists. Thus a redesign was in order, so that the entire world could learn about the fast food world's best kept secret. After developing the tagline "I'm thinking Arby's", it needed to be emblazoned and shared. Elevated, modern photography and compositional approaches removed the brand from the fast food gulag- making it more, ahem, palatable for the consumer.