Burger King transformed its business to reach the highest standards for food quality, sustainability, and restaurant experiences in the QSR industry. The brand? Still the same gas station plastic 2000s look. It was the perfect time to get real.
The brand experience needed to be as craveable as BK’s food, all parts needed to be good enough to eat, flame-grilled to perfection, and always absolutely mouth-watering.
From uniforms to wrappers and everything in-between, the brand became bolder, more natural, and flame forward. It’s the tastiest, two-hands-needed, bring-extra-napkins rebrand we’ve done. And it turns out investors had a hankering for what we were serving up: stock jumped a whopp(er)ing 7.8%. It also made people want to buy BK over McD by 66%. Yum.
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