08.01.21

Burger King's Mouth-Watering Rebrand by JKR

What better way to celebrate a diet-ridden and detox-laden Veganuary, by indulging in the juicy new Burger King rebrand by JKR New York.

It's been 20 years since their identity was last revamped, and a lot has changed since. The rebrand – a collaboration between Burger King's in-house design team and JKR New York – intends to not only highlight their playful personality, but future-proof themselves for a digital age. In a statement, BK described the new design as "mouthwatering, big and bold, playfully irreverent and proudly true".

To say the brand has been "simplified" perhaps doesn't do it justice, but as far as bold, flat re-brands go, it's comfortably one of the best. "We were inspired by the brand’s original logo and how it has grown to have an iconic place in culture. The new logo pays homage to the brand’s heritage with a refined design that’s confident, simple and fun", says JKR.

With that in mind, there's not a touch-point that hasn't been considered; from the new 60's-inspired logo and groovy 'Flame Sans' typeface, through to revamped packaging, staff uniforms, photography and even illustrations by Cachete Jack.

JKR describes the latter as being "an in-your-face photography style that uses big, dramatic close-ups to get people to crave the food and to communicate its freshness, flame-grilling perfection and above all, taste. A playful illustration style allows the brand to tell memorable stories like never before."

The reaction online has been almost unanimously positive since the news dropped earlier in the week, which is refreshing itself. In particular, the fantastic "mini" BK Monogram – in collaboration with Stephen Kelleher Studio – hasn't gone unnoticed. "The Burger King rebrand is great. But this little avatar/monogram is next level lovely. Wish I’d done that.", says one user, and "Mind. Is. Blown. @BurgerKing‘s new monogram design. Kicks fu^*%ing ass!", from another.

Now comes the long task of roll-out, which Burger King themselves admit will take a few years to fully implement. We'll be keeping a close eye on it over the coming months, and we're excited to see it in the real world.

You can see more on the JKR website here:
jkrglobal.com/case-studies/burger-king/

And more on the Stephen Kelleher Studio monogram here:
instagram.com/stephen.kelleher.studio/

Words: Joe Cooper