Burger King is on a mission to transform its business, achieving the highest standards for food quality, sustainability, and restaurant experiences in the QSR industry. It was time for its visual identity to reflect the rest of its business by creating a brand world that modern consumers could feel good about.

To celebrate Burger King’s big leap forward, we introduced a photography style that uses big, dramatic close-ups to get people to crave the food and to communicate its freshness, flame-grilling perfection, and above all, taste. A playful illustration style allows the brand to tell memorable stories like never before. An irreverently bold typeface, Flame Sans evokes the natural, organic shapes of food. Warmer colors bring vibrant, fresh ingredients and the brand’s trademark flame-grilling method to life in packaging, crew uniforms, and digital experiences.

Your way. Way better.

Agency: Jones Knowles Ritchie

Brand Designer