A hamburger is a hamburger, and it’s difficult to innovate it.

Brands don’t change their essence. The Wendy’s Classic American brand ethos is inherently limiting when it comes to innovation.

How do you innovate within these constraints? In the simplest way possible and using something that represents what you do best.

We created the Wendy’sPod, a new design for our clamshell hamburger boxes that allows for hands-free smartphone access for those Wendy’s guests who want to stay connected while they’re eating at our restaurant.

A simple change to the die cut that creates the clamshell boxes allows people to place their smartphone on the closed clamshell and enjoy whatever content they like, while holding their sandwich with their two hands.

Wendy’s has a U.S. patent pending for the design, which will allow it to be the only fast food restaurant in the nation to offer this type of design to its guests. The company plans to roll out the Wendy’sPod packaging design nationwide in stages. (U.S. Patent and Trademark Office Serial No. 62/151,024.)