Without question, Burger King has needed a rebrand for a while. Now, for the first time in over two decades, the fast-food chain has unveiled a new logo and company brand in a retro style. Meanwhile, representatives say the theme also gives fans a sneak-peek at the forthcoming restaurant remodels!
Revamping After 20 Years
Get ready for a brand-new Burger King! The company’s new branding, created by design agency Jones Knowles Ritchie, will feature a new logo, as well as new packaging, restaurant merchandise, menu boards, uniforms, restaurant signage and decor, digital assets – everything! While we may have just entered the 2020s, Burger King’s new theme will bring everyone back to the 1970s. It’s based on some of the brand’s earlier logos and will be matched with forthcoming menu changes that will re-focus B.K. on burgers.
“We wanted to use design to close the gap between the negative perceptions people have of fast food and the positive reality of our food story by making the brand feel less synthetic, artificial, and cheap, and more real, crave-able, and tasty,” said Lisa Smith, part of the team that worked on the new logo. Meanwhile, the Burger King team has also been hard at work on the menu. “We’ve been doing a lot in terms of food quality and experience,” said Fernando Machado, global chief marketing officer of Restaurant Brands International, which owns B.K. “We felt that putting a wrap around all that with an upgrade of our visual identity would help signal to our consumers that this is a brand that’s evolving.”
From Logo To Uniforms
Unlike many other fast-food companies, Burger King has decided to move away from pictures of their food. Instead, everything includes drawings made by Spanish duo Cachete Jack that look like something out of a retro cartoon. Maybe it’s because the duo used real Burger King food photos as inspiration, and the browns, reds, and greens they used came from the food itself. How cool!
In fact, this retro theme has gained some serious popularity online. After all, thanks to shows like Stranger Things and music genres like synthwave, retro is the hippest thing lately. Meanwhile, many are also excited that the brand promises it will move towards a more healthy and natural way of cooking in 2021. All the artificial colors and preservatives were removed from the fan-favorite Whopper burger, and the brand hopes to continue this trend in the future.
Meanwhile, Burger King also announced their employee uniforms will even change! Now, they’ll don jeans and fashionable, retro t-shirts. Fans of Burger King’s mascot, the creepy-but-funny King, do not need to worry. Fernando Machado says he’s staying right where he is! “We love him the way he is, and he will continue to be weird,” Machado said.
Sources: CNBC, FastCompany