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Using colors inspired by its “real and delicious food,” the fast food chain unveiled a new, retro-influenced identity on Thursday that includes a redesigned (but recognizable) logo and new food packaging, employee uniforms and signage throughout. its soon to be remodeled Restaurants.
The centerpiece of the redesign is the logo, abandoning the blue curve that has been used since 1999. Burger King said in a press release that the new “minimalist logo responds perfectly to the brand’s evolution of the time.” It also pays homage to the brand’s 64-year history, with a refreshed look mimicking an old logo used from 1969 to 1999.
Customers will notice “rich and bold” colors on its signage with a new custom font called “Flame”. The chain said the police were inspired by the shapes of their food because it was “rounded, bold and delicious.”
The look will extend to its employees, who will wear clothing that combines “a contemporary and comfortable style with distinctive colors and graphics”. Real employees are featured in its new advertisements and promotional photos.
Its redesigned packaging showcases the new logo, includes “playful ingredient illustrations” and adjectives that describe the food, such as “crisp” and “tasty”. Notably, the packaging for Burger King comes months after McDonald’s also revealed new packaging and mugs.
In September, Burger King introduced new restaurant designs suited to the coronavirus era with triple drive-thru, burger racks and take-out counters. The designs will be refined to highlight the redesigned visual identity.
Customers will immediately begin to see some of the new identity in advertisements, signage and packaging. However, renovating its nearly 19,000 restaurants worldwide to reflect the new look will take several years.
“Given the current state of the world, the new identity feels warm and familiar,” Douglas Sellers, executive creative director of global brand company Siegel + Gale, who was not involved in the business, told CNN Business. the redesign of Burger King. He added that the redesigned logo is “instantly recognizable all over the world” and that the colors “evoke the joy and warmth that recall their heritage.”
Perhaps the new design and familiarity could rekindle diners’ interest in Burger King. Owner Restaurant Brands International (QSR) said the burger chain was struggling during the pandemic. In the three months that ended Sept. 30, sales at its restaurants open for at least one year fell 7%. Meanwhile, sales among rivals Mcdonalds (MCD) and Wendy (MAGNIFYING GLASS) edged Burger King in the same quarter.
Another part of Burger King’s turnaround plan includes adding valuable items, which it did last month with the launch of a new $ 1 menu.
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