For each year that begins we draw up a list of good resolutions, which Americans call “New Year’s Resolutions”, in which we do not hesitate to include a hundred of those good resolutions that “we always wanted” but “we never did”. Regardless of the list, more or less endless and dreamy, we all think of the new year as the beginning of a new, immaculate notebook, in which the first blank page invites us to improve and reinvent ourselves.
Burger King, the American fast food giant, started 2021 in the same way. “New Year, New Me” is his assault motto for a successful rebranding that will affect the years to come.
The restoration of the Burger King image starts from the aesthetics: the logo, graphics and colors change. Not in a radical way, but making an appeal that we all know very well. The Vintage. In fact, in recent years we have been inundated with constant references to the “world that was”, perhaps because the “world that is” is less fascinating?
Thus, the famous sandwich becomes more rounded and the colors more opaque and warm, and everything (really everything, even the font) recalls the 70s. As journalists and investigators designated by the fate of intrinsic truths, we also wondered why the reference to the seventies, but it seems to be exclusively a choice dictated by aesthetics, since the chain was born in the 50s (which are also the years of the general success of fast food in America) and expands in Europe more or less since the 1980s.
The categories that will be reinvented are: logo, packaging, merchandising, menu card, staff uniforms, signage and restaurant design. In addition to this, a different and new structure will be added to the visual social, digital and marketing asset.
Being the first rebranding that the chain has been doing for over twenty years to date, the will behind the choice is certainly that of getting closer to contemporary culture and today’s kids (who have little to do with fast food and are increasingly dedicated to a healthy food choice).
Is it a winner? Only time will tell. For now, the information is that the rebranding will start as early as 2021 in the US, while it will be necessary to wait for the next few years for the global extension.
You could be interested also in:
You might also like
More from Advertising & Marketing
Being present anywhere, any where and anytime is a must of advertising. Over the years the areas of advertising have expanded: from printed paper, billboards and posters we have moved on to online advertising banners, completely painted trams and endless
Martina Socrate tells us how TikTok has transformed from a pure moment of leisure to work. We had a chat with Martina Socrate, content creator who, thanks to her overwhelming irony, has conquered TikTok … And not only that! Can