MIAMI – Sixty-something may be the new 50-something, but Burger King (founded in 1954) describes its first brand refresh in 20 years as a thoroughly modern symbol of the company’s commitment to digital-first expression.
The company started 2021 with a completely new visual design that customers will see throughout all touchpoints of the guest experience — a new brand logo, packaging, restaurant merchandise, menu boards, crew uniforms, restaurant signage and décor, social media and digital and marketing assets. Dialing up taste and quality through design is Burger King’s strategy of signaling to consumers recent improvements to taste and food quality through the removal of colors, flavors, and preservatives from artificial sources from its menu items. The brand refresh also gives a nod to the company's pledge to environmental sustainability.
“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 maximizing guests’ experience,” said Raphael Abreu, Restaurant Brands International head of design. “We wanted to use design to get people to crave our food; its flame-grilling perfection and above all, its taste.”
Burger King will implement the new design at restaurants worldwide in the next few years.