Design > Brand-building

YOUR WAY, WAY BETTER

JONES KNOWLES RITCHIE, New York / BURGER KING / 2021

Awards:

Gold Cannes Lions
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Overview

Credits

Overview

Background

It started with an insight: Burger King customers didn’t feel good about BK’s food, despite all the work they’d put into removing preservatives, colorings and artificial flavors.

So, we set ourselves a goal: transform the brand identity to change quality and taste perceptions. The new identity (as opposed to the 20-year-old former one) should get everyone to take notice, showing the world that Burger King is less synthetic and more craveable than ever.

Describe the creative idea

Craveable. Rarely can a creative idea be summed up so concisely. For this rebrand, we went back to basics, looking at everything — everything — Burger King has ever done. Then, we asked ourselves two questions:

Is it craveable?

And can we make it more craveable?

By using what worked as inspiration, we created an end result that’s bold, vibrant, fun and flavorful, without sacrificing the irreverence Burger King is known for.

Describe the execution

The new Burger King brand is taste-first design.

Mouthwatering freshness is brought into every touchpoint of the Burger King experience: from the macro photography to the custom, juicy typeface on the packaging to the new crew uniforms to digital experiences — even our new restaurants. Our playfully irreverent tone-of-voice and hand-drawn illustrations show that big flavor isn't always serious.

With a logo inspired by the brand's 1969 and 1994 looks, the new brand identity doubles down on the creative idea, that's confident, simple and fun. The final result is a true reflection of BK’s core values: Mouthwatering, Big & Bold, Playfully Irreverent and Proudly True.

List the results

The new identity scored 1.1 billion impressions in the first five days, with headlines in Fast Company, CNN, Forbes, Adweek, Ad Age and more. Stock prices jumped 7.8% (in a pandemic), out-performing the McDonald’s rebrand with a 66% increase in purchase intent. Visitation intent went up by 39%, and overall sentiment was 98% positive.

The rebrand was also a cultural phenom, trending on US & UK Twitter, landing on the front page of Reddit Design Porn with a 95% upvote rate, and engaging the next generation of branding experts on TikTok.

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