Marketing

White Castle's AR packaging aims to 'really move' customers

Artist Bryan Moss added to his AR packaging art with a mural at White Castle HQ in Columbus, Ohio. (Photo provided)

March 16, 2021

With 100 straight years in business behind it as of March 10, White Castle is celebrating its longevity with a nod toward the future. The Columbus, Ohio-based chain tapped hometown artist Bryan Moss to design augmented reality cups for the restaurants and a large-scale mural for the home office, according to a press release.

White Castle partnered with Coca-Cola, to hire Moss, known for his lively and relatable graphic aesthetic.

White Castle, in collaboration with Coca-Cola, has introduced a set of three collectible augmented reality soft drink cups to commemorate its 100th birthday and 100-year partnership with Coca-Cola. Designed by Columbus, Ohio, artist Bryan Moss, the cups come alive with sound and motion when viewed through a smartphone. (Photo provided)

"We strive to support our local communities in all respects, and this project was no exception," Erin Shannon, corporate relations manager at White Castle, said in the release. "Bryan 'got us' from the very beginning, and I believe his shared passion for White Castle came through!"

The AR packaging — which White Castle said it introduced earlier this month — comes with large drink orders that are delivered in three different AR cups, each wrapped with the artist's work representing an era from White Castle's history: 1920s to 1950s, 1960s to 1990s, and 2000s to the present. The comic book style of the designs is a nod to the rise of comics in America during the early days of the brand's history. Customers navigating to 1921.whitecastle.com on their smartphone can direct their mobile camera at the cup to watch elements come to life.

"As kids, so many of us would sit and eat our bowls of cereal while staring at the back of the box," Moss said, in the release. "Here, I see a 21st century version of that same experience with people eating White Castle while exploring the cup through AR. It's just so cool!"

Throughout the project, Moss hired nearly a dozen fellow artists, designers and creatives to support different aspects.

"We started this one goal in mind— to celebrate our partners of 100 years," Ashley Alexander, senior customer marketing manager at The Coca-Cola Company, said in the release. "Bryan elevated the project to a whole new level and exceeded every expectation."

In addition to the AR cups available in restaurants, Moss designed and hand-applied a large mural in White Castle's home office in Columbus. Featuring vignettes and design elements from the cups, the mural stands as a permanent fixture in the building to celebrate the history and innovation of the acclaimed brand.

"I was so humbled by how much the teams at White Castle and Coca-Cola trusted me every step of the way," Moss said. "A hundredth birthday – this is a huge deal and I still almost can't believe I got to be a part of it!"

White Castle has more than 360 restaurants nationwide.