The Royal Redesign: Behind the New Look and Feel for Burger King

Published

February 22, 2021

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At the beginning of 2021, Burger King unveiled a new look that’s more mouthwatering than ever—you can almost feel the savory fries on your tongue and taste the flame-grilled goodness of their hamburgers. Designed by Jones Knowles Ritchie (JKR) under Restaurant Brands International (RBI) leadership, it’s safe to say they gifted us a redesign well-suited for royalty.

What prompted the first redesign for the King in over two decades? For one, they wanted to look even better on-screen—it’s a key touchpoint where many consumers interact with the brands they love. Beyond that, they also wanted to spotlight the thing that makes the fast-food chain unique—the ingredients.

Theresa Christine Johnson

Theresa entered the world of design through The Dieline. With a background in writing and journalism, she has a passion for discovery and cultivating human connections. Her work for The Dieline is a constant journey to deeply understand all facets of the design process and to investigate what makes designers tick. Theresa’s writing has taken her snorkeling in between the tectonic plates in Iceland, horseback riding through a rural Brazilian town, and riding an octopus art car at Burning Man with Susan Sarandon as part of a funeral procession for Timothy Leary (long story). When not writing, she is planning her next trip or taking too many pictures of her cat.