We were asked to redesign the visual identity for the Burger King brand. This part of the larger project is to design the global packaging range for Burger King, consisting of fries bags, burger wraps, hot drink cups, take out bags etc. To be launched globally in 13,500 restaurants in 95 countries to communicate BK’s new brand positioning. The packaging system also needed to be operationally more efficient than the current packaging to enable BK staff to serve food faster.

Burger King’s new brand positioning is “Be Your Way” encouraging customers to be themselves. Based on the fact that, because BK burgers are all flame grilled they all come out slightly different, all individual. All burgers are made to order therefore they can be customized.

The packaging needed to be Instagram-worthy, fun and engaging, putting a smile on hungry customer’s faces!

All the packaging has a hand printed effect reminiscent of the marks on the burgers made by flame grilling imperfect perfection.

Take away bags using the abstracted burger colors in a modern striking way to evoke big flavors. The fries have a witty idea of a chip with ketchup looking like a smile licking it’s lips, each bag comes with different fun phrases on the reverse.

Depending on which way its orientated, the wrap can either say Cheeseburger or Hamburger. The flame grill burger flipper symbol helps staff locate the burger centrally on the wrap. The hot drink cups show ways of expressing the energy from a hot drink and the espresso cup is a mini battery to pick you up!