Burger King Rebrand

I was part of the beginning stages of exploring how Burger King could persuade customers to try its newly fresh ingredients—showcasing new claims like, “a hundred percent real” or “no artificial ingredients.” But later, we found that in order for consumers to trust these claims, we knew we needed to change their attitudes around the brand itself.

That led to an entire brand makeover that not only celebrates its design history and irreverent personality, but more importantly ensures our modern consumers could feel really good about consuming the reconsidered, better-for-you ingredients.

Design Direction

Credits below do not include all JKR team members who have contributed to the launch of the rebrand. My contributions pertain to early conceptual phases that were carried through by other team members who then later launched the rebrand.

JKR Impossible Creative Team:
Global ECD: Lisa Smith
Copywriter: Joe Schott
Illustrator: Cachete Jack
Photography (Product): BurkleHagen Photography
Custom Typeface: Colophon Foundry

Jones Knowles Ritchie, New York