We were asked to redesign the global visual identity for the Burger King brand.

The packaging needed to be Instagram-worthy, fun and engaging, putting a smile on hungry customer’s faces!

The packaging has a hand printed effect reminiscent of the marks on the burgers made by flame grilling imperfect perfection.

Take away bags use the abstracted burger colours in a modern striking way to evoke big flavours. The fries have a witty idea of a chip with ketchup looking like a smile licking it’s lips, each bag comes with different fun phrases on the reverse.

Depending on which way it’s orientated, the wrap can either say Cheeseburger or Hamburger. The flame grill burger flipper symbol helps staff locate the burger centrally on the wrap. The hot drink cups show ways of expressing the energy from a hot drink and the espresso cup is a mini battery to pick you up!

The interior signage system features an informal, witty tone of voice combined with bold graphic shapes that contribute to the customer’s understanding of the new brand positioning.

The new visual identity is such a powerful translation of the brand positioning that it was able to galvanize all countries in the Burger King system around the design approach. Before this work was developed, Burger King had a very fragmented approach to design. Each country was basically doing its own thing and the bar was not set high in the vast majority of geographies. This fragmentation ended up not only diluting the equity but also becoming a barrier for increasing the scale of any brand element (such as packaging, merchandising, in-store décor, etc). Today, because of the quality of the work, all countries are converging to a single approach. An approach that is unique and pushes the brand forward. And guests are welcoming the design approach as can be demonstrated by the number of pictures posted in social media. It is hard to link sales to a specific design change (as there are always many factors that contribute to business results). That said, Q1’15 was one of the best quarters for Burger King in the past 10 years. And that's precisely when most of the design elements started to hit the markets.

Burger King’s new brand positioning is “Be Your Way” encouraging customers to be themselves. Based on the fact that, because BK burgers are all flame grilled they all come out slightly different, all individual. All burgers are made to order therefore they can be customised.

The global visual identity for Burger King consists of assets such as burger wraps, take out bags, restaurant signage and interiors to be launched in 13,500 restaurants in 95 countries.