Burger King Rebrand

by Theresa Christine Johnson on 07/16/2015 | 4 Minute Read

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Welcome to the new home of the Whopper. Burger King has been around for over half a century, and they recently approached Turner Duckworth Design to redesign the visual identity for the brand and launch to over thirteen thousand restaurants in nearly 100 countries. Burger King wanted a global packaging range for their fries, bags, burger wraps, and drink cups, but it needed to go beyond clever images or aesthetics — the packaging had to be more efficient than the previous design and allow staff to serve food faster.

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This new packaging takes the fast food restaurant and gives it a more personal appearance, perfect for those looking to get inexpensive food without sacrificing a somewhat unique experience. The font has minor imperfections in it, further emphasizing the one-of-a-kind quality Burger King offers. Red, green, yellow, and brown are primarily used, the same colors as ketchup, lettuce, cheese, and a flame grilled beef patty.

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Other small details add up, giving the large company a bit of personality and fun. For example, each coffee cup has a different icon: an alarm clock for the small, a light bulb for the medium, and a lightning bolt for the large. These playful yet subtle elements fill Burger King with character, giving consumers a reason to be attached to their brand and keep coming back.

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Designed by: Turner Duckworth Design

Client: Burger King

Country: United States and United Kingdom

City: San Francisco, CA and London


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