Burger King as a brand has long interested me. Ive spent time in
Australia where the franchise is instead known as Hungry Jacks. In 1971
the company wanted to make a move into Australia with it's first
franchise in Perth but was unable to use the Burger King name as it was
already trademarked by an Adelaide based Food Shop.
currently living in South Africa and Burger King only arrived here in
2013, with it's first franchise opening in the may of that year in Cape
Town. This was 18 years after it's competitor Mc Donnalds arrived.
Burger however decided to take a similar tack as Nandos when the South
African Company opened in the UK. To differentiate it from KFC, Nandos
positioned itself as a higher end brand offering. Burger King used this
same tactic when moving into ZA and it seems to be working for them, at
least for now, with huge cues outside it's restaurants. That said the
company currently have only 12 outlets compared to over 200 McDonnalds
So you may ask, why have I decided to give insight
into the branding of Burger King? Well it's been announced that
design agency, Turner Duckworth,
previously responsible for rebranding the likes of Coca Cola, Waitrose
and Amazon, have just completed a global packaging rebrand for the
The new visual language is fun and colourful,
utilising a colour palette of red, green, yellow and brown to represent
the ketchup, lettuce, cheese and the flame grilled beef burger. The
design adopts a distressed and hand printed effect to create the feel of
individuality that the flame grilling gives to each beef patty.The
design was also created to help staff serve food faster and be more
efficaint. The symbol of the spatular helps staff locate the burger on
the wrap and the packet for the fries creates a smile out of a chip (the
mouth) and ketchup (Tongue). Coffee cups have symbols representing the
power shot you get from the hot beverage and the paper takeaway bags use
the striking four colour palette.
This striking new design will
soon be rolled out to Burger King's thirteen thousand stores, in almost
100 countries. You can read more at the Dieline by clicking here.