American fast-food restaurant Burger King has rebranded for the primary time in 20 years with a revamped brand, packaging and uniforms designed by inventive company Jones Knowles Ritchie.
Burger King has carried out a complete rebrand to replace all components of its visible id with a design that it describes as “mouthwatering, huge and daring, playfully irreverent and proudly true”.
As a part of this revamp the fast-food chain has ditched its earlier brand, launched in 1999, in favour of a flat design that’s extra aligned with the emblem utilized by the model all through the Nineteen Seventies, 80s and 90s.
As with the pre-1999 designs, the simplified brand is extra clearly two bun halves sandwiching the phrases Burger King.
“We had been impressed by the model’s unique brand and the way it has grown to have an iconic place in tradition,” defined Jones Knowles Ritchie. “The brand new brand pays homage to the model’s heritage with a refined design that is assured, easy and enjoyable.”
Alongside the brand new brand, Jones Knowles Ritchie has redesigned the model’s meals packaging which can embrace the gadgets’ names written in a brand new customized typeface known as Flame Sans.
“An irreverently daring typeface, Flame Sans evokes the pure, natural shapes of meals,” stated Jones Knowles Ritchie.
“Hotter colors carry vibrant, recent components and the model’s trademark flame-grilling technique to life in packaging, crew uniforms, and digital experiences.”
The overhaul contains redesigned uniforms for workers that may use a deep brown as their base color. This might be paired with the brand new brand and trim in purple, orange and white.
Merchandising, menu boards, restaurant signage and advertising and marketing belongings can even embrace the font and revised color palette.
Burger King will begin rolling out its rebrand instantly and is aiming to overtake all of its eating places over the following few years. The model hopes that the redesign will assist entice prospects to its meals.
“Design is without doubt one of the most important instruments we now have for speaking who we’re and what we worth, and it performs a significant position in creating want for our meals and maximizing visitors’ expertise,” stated Raphael Abreu, head of design at Restaurant Manufacturers Worldwide, which owns the Burger King model.
“We needed to make use of design to get folks to crave our meals; its flame-grilling perfection and above all, its style.”
Over the previous couple of years, Burger King’s fast-food rival chain McDonald’s has launched a collection of simplified eating places and packaging designs.
Final yr promoting company Leo Burnett created minimalist posters for the model with simply lists of components, whereas its pared-back restaurant in Chicago designed by Ross Barney Architects drew comparisons to an Apple retailer.