For the first time in two decades, Burger King is introducing a new visual design that communicates its recent improvements to taste and food quality through the removal of colours, flavours, and preservatives from artificial sources from menu items.
The new identity that will be present throughout all touchpoints also communicates its commitment to be environmentally sustainable.
“Today, more than ever, Burger King strives to ensure guests feel good about its food, and this is reflected throughout the visual design, restaurant design, and across the entire digital experience. The brand will be rolling out a new brand logo, packaging, restaurant merchandise, menu boards, crew uniforms, restaurant signage and décor, social media, and digital and marketing assets. The result is a new look that indicates confidence in the future while remaining true heritage and what guests love about BK,” said the company.
The colours are inspired by the iconic Burger King flame grilling process and fresh ingredients. The new photography is hyper-textured and dials up the sensorial aspect of the food. The new crew member uniforms reflect flame grill masters, mixing contemporary and comfortable style with distinctive colors and graphics. Real crew members are featured in new BK advertising, the company said.
The new changes will start getting reflected from the start of 2021. The company will also implement this new design at its restaurant locations across the world.
“Design is one of the most essential tools we have for communicating who we are and what we value, and it plays a vital role in creating desire for our food and maximising guests’ experience. We wanted to use design to get people to crave our food; its flame-grilling perfection and above all, its taste,” said Raphael Abreu, Restaurant Brands International Head of Design.
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