This rebrand is a bold new step to change its image to that of a timeless classic, as opposed to a burgeoning new fad. With a smaller ad budget compared to behemoth McDonald’s (Mickey D’s has a 19% market share compared to Burger King’s 5%, according to Nasdaq), they have to make their ads, presences, and brand last longer and make more of an impact than that of the leader.
Here’s what they told us.īurger King - along with Pepsi - has long been ok with “being number two,” but that only means being able to punch above their weight and try things that a challenger brand can do. As Smith told Fast Company, “We wanted to use design to close the gap between the negative perceptions people have of fast food and the positive reality of our food story by making the brand feel less synthetic, artificial, and cheap, and more real, crave-able, and tasty.”įor a few more points of view, we took the Burger King rebrand and put it to our creative team for their insight. There is another reason for the company rebrand, however - to emphasize freshness in a time where fast food is losing traction in favor of healthier alternatives.
In fact, many brands undergoing redesigns will do so in order to make their logos and designs more digital-friendly, and as such, flat design is the big trend. Why the Rebrand?Īccording to Lisa Smith, executive creative director at Jones Knowles Ritchie, there were a few reasons for the Burger King rebrand-not least of which was functionality. The effect is retro without being dated fun without being silly and personable without being obnoxious.
Designed by the agency Jones Knowles Ritchie, the super-flat design effects incorporate a number of different features - from the custom font Flame, which hearkens back to the Cooper Black of the late 20th century, to the earthy color palette that many of us grew up with.
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