CACHETEJACK

Burger King Rebranding, Worldwide

Illustrations for Burger King rebranding.

Studio: JKR Global

Your Way, Way Better

Burger King is on a mission to transform its business, achieving the highest standards for food quality, sustainability and restaurant experiences in the QSR industry. It was time for their visual identity to reflect the rest of their business by creating a brand world that modern consumers could feel good about.

For Burger King’s first global rebrand in more than two decades, we set out to make the brand feel less synthetic and artificial, and more real, crave-able and tasty. 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.

To celebrate Burger King’s big leap forward, we introduced 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.

An irreverently bold typeface, Flame Sans evokes the natural, organic shapes of food. Warmer colors bring vibrant, fresh ingredients and the brand’s trademark flame-grilling method to life in packaging, crew uniforms, and digital experiences.

"As our business evolves, we felt that our brand personality, attributes, and all the work we’ve done around food quality should be better reflected in our visual identity. The result by JKR perfectly signals our confidence in our future, while remaining true to what guests love about us.” Rapha Abreu, Vice President, Global Head of Design at Restaurant Brands International.

And here all the Team!

Agency: JKR Global
Chief Creative Officer: Tosh Hall
CEO, North America: Sara Hyman
Executive Creative Director: Lisa Smith
Creative Director: Christian Widlic
Design Director: Justin Fines
Senior Designer: Daniel Stettner
Senior Designer: JiYoon Cha
Senior Designer: Taylor Childers
Senior Designer: Regina Puno
Designer: Jackie Rodriguez
Implementation Designer: Linda Strong
Logo Design: Miles Newlyn
Type Design: Cololphon Foundry
Illustration: Cachetejack
Senior Copywriter: Joe Schott
Copy Director: Morgan Doff
Head of Motion: Dan Kennington
Group Account Director: Jenna Portela
Account Director: Owen McAleer
Senior Account Manager: Izzy Taaffe
Head of Strategy: Gavin May
Strategy Director: Christopher Allen
Print Production Director: Stephen Kwartle
Senior Production Designer: Miguel Altagracia
Senior Production Designer: John Colón
Global Communications Manager: Jackie Sumsky

And thanks to Sarah Sperling, our agent in BAREPS, NYC

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