Burger King

Revitalizing the path to purchase for an American Icon

It was business as usual for more than 20 years at Burger King. That all changed in 2020. The King needed an updated look from head to toe that represented its legacy and introduced a new emphasis on quality. Everything from the brand’s logo to merchandising, restaurant décor, and menus got the royal treatment. Leveraging vibrantly bold colors, and Colophon's new custom-made “Flame” font helped us elevate the brand, it allowed the typeface to be adjusted to fit into different formats and applications. BK partnered with Cachete Jack to provide illustrations that conveyed a playful irreverent personality. Rolling out the rebrand at every touchpoint was a massive undertaking that ultimately delivered the brand’s promise of a vastly improved guest experience.

Service: Visual Identity & Art Direction

Client: Burger King

Year: 2021