Burger King
Rebrand (My role: Lead Brand Director, Design Director) Every day, more than 11 million guests visit Burger King restaurants around the world. And they do so because the restaurants are known for serving great tasting, and affordable food. Founded in 1954, Burger King is the second largest fast food hamburger chain in the world. As the original Home Of The Whopper, their commitment to signature recipes and a family-friendly dining experiences is what has defined the brand for more than 50 successful years. Driven by the timeless trust and irresistible attraction of a fire grilled taste. We began our rebrand with an updated BK mark, nomenclature, and color palette that kicks up the color of fire along with the contrasting smoky charcoal tone. We introduced a new typeface that would lend itself to communicate "old school" thick-cut portions, replaced cartoon illustrations of food used on packaging to real images of Burger King’s actual products from their menu, got rid of the creepy king character, redesigned their uniforms to reflect a contemporary BBQ chef look, modernized the menu boards, and introduced changes to their physical architecture. With the restaurant interiors, we introduced a more modern aesthetic with natural materials that captures the essence of authentic fire-grilled food. We created a Cafe concept space and even recommended new food concepts that would reflect the ownership of a signature fire-grilled taste!