Utilizing colours impressed by its “actual and scrumptious meals,” the quick meals chain unveiled Thursday a retro-influenced new identification that features a redesigned (but recognizable) brand and new meals packaging, worker uniforms and signage in its soon-to-be reworked eating places
The centerpiece of the redesign is the emblem, ditching the blue curve that is been in use since 1999
. Burger King stated in a press launch that the brand new “minimalist brand seamlessly meets the model evolution of the instances.” It additionally pays tribute to model’s 64-year-old historical past, with the refreshed look emulating an outdated brand used from 1969 to 1999.
Prospects will discover colours which are “wealthy and daring” on its signage with a brand new, custom-made font referred to as “Flame.” The chain stated the font is impressed by the shapes of its meals as a result of it is “rounded, daring and yummy.”
The look will prolong to its staff, who will put on clothes that mixes “modern and cozy model with distinctive colours and graphics.” Precise staff are featured in its new adverts and promotional photos.
Its redesigned packaging highlights the brand new brand, contains “playful illustrations of components” and adjectives that describe the meals, like “crispy” and “tasty.” Notably, Burger King’s packaging comes a couple of months after McDonald’s additionally revealed new wrappers and cups.
In September, Burger King launched new restaurant designs match for the coronavirus period
with triple drive-thrus, burger pickup lockers and takeout counters. The designs will likely be tweaked to focus on the revamped visible identification.
Prospects will start seeing a few of the new identification instantly in ads, signage and packaging. Nevertheless, the renovation of its almost 19,000 international eating places to mirror the brand new look will take a number of years.
“Given the present state of the world, the brand new identification feels heat and acquainted,” Douglas Sellers, govt inventive director at international branding agency Siegel+Gale, which wasn’t concerned in Burger King’s redesign, advised CNN Enterprise. He added that the redesigned brand is “immediately recognizable wherever on this planet” and that the colours “evokes pleasure and heat harkening again to their heritage.”
Maybe the recent design and familiarity might reignite diners’ curiosity in Burger King. Proprietor Restaurant Manufacturers Worldwide (QSR)
stated the burger chain has been struggling throughout the pandemic
. Within the three months that ended on September 30, gross sales at its eating places open not less than a yr fell 7%. In the meantime, gross sales at rivals McDonald’s (MCD)
and Wendy’s (WEN)
outpaced Burger King throughout the identical quarter.
One other a part of Burger King’s turnaround plan contains including extra worth gadgets, which it did final month with the launch of a brand new $1 menu