THE BRIEF: Burger King has spent years removing preservatives, coloring and flavors from artificial sources out of their food… but you’d never know it. Because before you bite into a Whopper, you see a 20-year old brand identity that screams convenience, not craveability. The challenge is, how do you turn Burger King’s bold, flavorful, irreverent personality into a brand identity without sacrificing ‘Have it Your Way?’
THE CREATIVE IDEA: Inspired by the 1969 and 1994 identities (and some late nights with Chicken Fries), we revamped the Burger King brand to be a model of taste-first design, with a pared down style that shines on digital, small screens and across the full Burger King experience.
An in-your-face photography style uses dramatic close-ups to communicate freshness and taste; the illustrative technique shows that big flavor isn’t always serious. Our custom, variable typefaces evoke the natural shapes of food — searing craveability into every word. Using the colors of the flame-grilling process, mouthwatering freshness is brought into every touchpoint of the Burger King experience: from packaging to crew uniforms to digital experiences to our new locations.
The end result is an identity that mirrors the modern Burger King experience: less synthetic, less artificial and more craveable than ever.
RESULTS: The rebrand garnered over 1.1B impressions in the first five days and acclaim by industry leaders, press and customers alike. The retro-futurism style was overwhelmingly praised, with fans calling it, “intensely on brand,” "simple, effective, straightforward” and “maximum possible Burger Kingosity.” A global quantitative study saw increases in perception compared to the previous identity, with guests finding Burger King to be more welcoming and modern, and the food to be higher quality and have greater taste.
The announcement caused Burger King parent company RBI’s stock to jump 5.1% on day of launch and franchisees were so excited, they immediately began implementing the identity, to the delight of the designers and the consternation of the larger corporate team. Most importantly, it made our audience hungry, with a 39% increase in visitation intent.
Design advertisement created by Jones Knowles Ritchie, United States for Burger King, within the category: Food.