Have It Your Way
A New Era
For their first complete rebrand in over 20 years, Burger King wanted their visual identity to align with their new business standards. Burger King has worked diligently to transform its business, achieving the highest standards for food quality, sustainability, and restaurant experiences; creating a brand that modern consumers feel good about eating.
Looking To The Past
Burger King’s global rebrand clearly exemplifies the creativity and customization of the fast food restaurant. This rapidly changing industry is quickly adapting to the modern customer by focusing on natural, organic ingredients. And Burger King is no different. Shifting from the synthetic and artificial brand it was previously known for shows Burger King’s future focus on real, craveable, and tasty food.
The original Burger King logo has grown to have an iconic place in culture. The fame of this logo led it to be used as inspiration in Burger King’s rebrand. With retro design trends becoming more popular, younger customers will appreciate the play on the vintage logo and older customers can appreciate the nostalgia. Burger King’s new logo references the brand’s heritage while including modern elements that are confident, simple, and fun.
And Into The Future
While it was important to pay homage to Burger King’s history, it was even more important to look forward. Burger King, along with the entire fast food industry, is shifting to more natural ingredients, following the age of organic and non-GMO food. To celebrate this modern approach, a graphic photography style was decided on for advertisements, marketing, and digital experiences. This illustration style allows customers to connect with the brand and its evolving mission.
Branding Perfect for the Food Industry
Flames Sans was chosen as the new, bold typeface to be used in Burger King branding. Along with a fitting name, Flame Sans also plays on the natural shapes of food. It was the perfect choice to connect the nostalgia of the past Burger King logo with the new, modern customer.
For its new brand identity, warmer colors were chosen to highlight Burger King’s vibrant, fresh ingredients and their focus on natural food. These colors also bring the brand’s trademark flame-grilling method to life visually. It can be seen in packaging, advertisements, crew uniforms, and digital experiences.
Tying it All Together
To finalize the Burger King rebrand, new crew uniforms were designed, along with food packing, advertisements, and digital media experiences. The new cohesion seen in the rebrand will resonate with Burger King customers as the business evolves. Burger King’s brand personality, attributes, and food quality is clearly reflected in their visual identity. JKR Global did an incredible job of connecting with older customers through nostalgia and younger customers with trendy designs. This puts Burger King back in the fast food headlines in a rapidly changing industry.
Read more by checking out JKR Global’s full rebranding explanation here.
Comments