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 off-the-shelf type that screams convenience, not craveability. Our challenge was to express Burger King’s bold, flavorful, irreverent personality in a typeface, without sacrificing ‘Have it Your Way’.

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Burger King values craveability in all things, even our type.

Partnering with Colophon Foundry, Burger King's new bespoke font family uses two soft and juicy Serifs and one flared Sans-serif to bring cohesion to the larger design system — evoking the soft juiciness of Burger King's flame-grilled menu.

Flame Bold is elevated for key phrases by custom ligatures, swashes and handcrafted wordmarks for core products. Flame Bold is also a limited variable font, retaining optimized proportions when stretched.

Flame, Flame Bold and Flame Sans are all designed to create a mouthwatering experience, before customers take their first bite.