Since 1954, Burger King has encouraged its guests to Have It Your Way and confidently celebrate self-expression. Today, the brand is making a leap forward with the introduction of its completely new visual design and brand identity that signals the brands evolution in food quality, sustainability and digital.
Inspired by real and delicious food, the modern redesign marks the first complete rebrand in over 20 years and more authentically represents both Burger King values and the Irish customers who enjoy the brand everyday across its branches throughout the country. The announcement signals recent improvements to taste and food quality, through the removal of colours, flavours and preservatives from artificial sources from menu items, as well as an ambitious pledge to environmental sustainability.
Today, more than ever, Burger King Ireland strives to ensure guests feel good about its food, and this is reflected throughout the visual design, restaurant design and across the entire digital experience. The brand will be rolling out a new brand logo, packaging, restaurant merchandise, menu boards, crew uniforms, restaurant signage and décor across all its Irish branches .
Dialling up taste and quality through design, every design element was intentionally reimagined to better reflect the new Burger King food journey. The design principles capture the unique characteristics of the Burger King brand: Mouthwatering, Big & Bold, Playfully Irreverent and Proudly True.
“Design is one of the most essential tools we have for communicating who we are and what we value, and it plays a vital role in creating desire for our food and maximising guests’ experience,” said Raphael Abreu, Restaurant Brands International Head of Design. “We wanted to use design to get people to crave our food; its flame-grilling perfection and above all, its taste.”
Some of the key design evolutions include:
- New minimalist logo which pays homage to the brand heritage with a refined design that’s confident and fun
- New brand colour and photography inspired by the iconic Burger King flame grilling process and fresh ingredients, hyper textured and dialling up the sensorial aspects of the food.
- New crew uniforms which will be seen in branches right across Ireland, mixing contemporary and comfortable style with distinctive colours and graphics.
- New in store packaging showcasing the new logo as well as bold colours and playful illustrations of ingredients.
Guests will start seeing the new visual identity starting at the beginning of 2021. Over the next few years, Burger King aims to implement this new design at restaurant locations across Ireland.
Burger King Ireland has maintained branches open for drive-thru, takeaway and delivery across Ireland during the current Covid restrictions, and have further strengthened already rigorous restaurant procedures around food safety, cleanliness and hygiene to encourage a touchless experience between employees and guests.
