Whataburger fans seriously love their burgers. Some even drive hundreds of miles just to get one. But in the late ’80s, Whataburger started feeling squeezed by the value menu chains, and it became harder to charge the higher price worthy of their product. They needed to get back to their perch above fast food—and they wanted a partner to help them get there. With the founder’s son now at the helm of the company, we went to work on a complete brand renewal.