Burger King reveals a scrumptious new look
While 2020 was generally pretty miserable for many brands, Burger King managed to buck the trend with an abundance of brilliant creative work, most notably in its Moldy Whopper campaign that hit the award circle.
The fast food giant shows no signs of slowing down as we enter a new year. However, it has just unveiled its first major rebrand in over two decades.
The new identity was developed by Burger King's in-house creative team in collaboration with JKR New York and spans everything from packaging and social media to uniforms and menu boards.
The heart of the rebranding is a revised version of the existing logo that dwarfs the reflective burger bun for a withdrawn design.
Fernando Machado, CMO of RBI, said in an interview with Adweek: "The source of inspiration was the logo that we had from 69 to 1999."
“The main difference now is that we've adjusted the color to make it more vibrant and similar to the colors of food. And we've adjusted the proportions of the bun to be more like the products we sell. "
In keeping with this approach, the new Flame brand font is inspired by the shapes of Burger King's food: “tasty and round”.
A rich color palette is reminiscent of the brand's long-established flame grilling process used on their burgers, including a fiery red, a flame-like orange, and a grill brown.
A more photographic style, using dramatic close-ups to communicate the fast food chain's recent emphasis on fresh food, as well as a new style of illustration, adds a playful touch to the overall picture.
burgerking.co.uk; jkrglobal.com