Uncle Jacks: Visual Identity, Packaging Design & 3D CGI By Neat Trick

Visual Identity

Packaging Design

3D CGI

Uncle Jacks

When Ankush Arora's beloved Chandigarh QSR decided to expand beyond Punjab's borders, they needed a brand identity that would translate their American diner charm across North India without shouting for attention like every other fast-casual player. Our challenge was crafting a visual personality that would feel simultaneously authentic to their origins and compelling enough to stand out in new territories—all while gracefully sidestepping the category's obsession with primary colors and sensory overload.

Industry

F&B

UCHR monogram on wood with embossed decorative frame.

UCHR Moodboard blending vintage charm with modern design.

Quietly Confident, Delightfully Distinctive

We developed a brand identity that whispers where others scream—with a muted pastel palette that feels like stumbling upon a secret worth sharing.

Uncle Jack's mustachioed mascot (a charmingly stylized portrait of the founder himself) became the centerpiece of a visual system that winks at Americana without becoming a caricature of it.

UCHR monogram with copy mock celebrating 80 years of culinary legacy

By deliberately rejecting the expected QSR visual vernacular, we positioned Uncle Jack's as the sophisticated outlier in a category dominated by visual noise—the culinary equivalent of the coolest person at the party speaking softly because they know you'll lean in to listen.

As the brand expands from Chandigarh across Punjab, Haryana and Delhi, our identity system provides the perfect backdrop for their “best American food” proposition—distinctive enough to turn heads in new markets, familiar enough to feel like an old friend to loyal customers. This isn't a rebrand; it's a masterclass in standing out by turning down the volume, creating a visual experience as fresh and unexpected as finding a perfectly executed burger in the heart of North India.