For the first time in more than 20 years, fast food chain Burger King is carrying out a complete rebranding: everything gets a makeover, from the logo to the look of the restaurants.
Tasty and authentic
In addition to a new logo, Burger King will receive completely new packaging, merchandising, menus, uniforms for the employees, restaurant design and marketing tools. Natural ingredients are central in the new visual identity.
The more modern look must "bring out the values of Burger King in a more authentic way", says a press release. The burger chain also wants to replace artificial additives in its products without compromising the taste.
"The new visual style reflects exactly what we stand for: tasty, authentic dishes in a cosy and playful setting. Our visual identity is one of the most important tools to show who we are and what we think is important", says Kevin Derycke, CEO at Burger Brands Belgium.
The new design will be introduced in all restaurants in the chain from the beginning of this year.