{"id":132364,"date":"2021-01-10T22:48:35","date_gmt":"2021-01-10T20:48:35","guid":{"rendered":"https:\/\/www.waitfashion.com\/?p=132364"},"modified":"2021-01-10T22:48:35","modified_gmt":"2021-01-10T20:48:35","slug":"burger-king-was-looking-forward-to-the-new-year-new-year-new-bg-is-the-motto-of-the-chains-rebranding","status":"publish","type":"post","link":"https:\/\/www.waitfashion.com\/en\/burger-king-was-looking-forward-to-the-new-year-new-year-new-bg-is-the-motto-of-the-chains-rebranding\/","title":{"rendered":"Burger King was looking forward to the new year. “New year, New BG” is the motto of the chain’s rebranding"},"content":{"rendered":"

\"\"<\/p>\n

For each year that begins<\/b> we draw up a list of good resolutions, which Americans<\/b> call “New Year’s Resolutions”,<\/b> in which we do not hesitate to include a hundred of<\/b> those good resolutions that “we always wanted” but “we never did”<\/b>. Regardless of the list, more or less endless and dreamy<\/b>, 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<\/b>.<\/p>\n

Burger King<\/b><\/a>, the American fast food giant<\/b>, started 2021<\/b> in the same way. “New Year, New Me”<\/b> is his assault motto for a successful rebranding <\/b>that will affect the years to come.<\/p>\n

The restoration of the Burger King<\/b> image starts from the aesthetics<\/b>: the logo<\/b>, graphics<\/b> and colors<\/b> change. Not in a radical way, but making an appeal that we all know<\/b> very well<\/b>. The Vintage<\/b>. In fact, in recent years we have been inundated with constant references to the “world that was”<\/b>, perhaps because the “world that is” is less fascinating?<\/i><\/b><\/p>\n

\"\"<\/p>\n

Thus, the famous sandwich becomes more rounded <\/b>and the colors<\/b> more opaque<\/b> and warm<\/b>, and everything (really everything, even the font) recalls the 70s<\/u><\/b>. As journalists and investigators designated by the fate of intrinsic truths, we also wondered why the reference to the seventies<\/b>, but it seems to be exclusively a choice dictated<\/b> by aesthetics<\/b>, since the chain was born in the 50s<\/b> (which are also the years of the general success of fast food in America) and expands in Europe more or less since the 1980s<\/b>.<\/p>\n

The categories<\/b> that will be reinvented are: logo<\/b>, packaging<\/b>, merchandising<\/b>, menu card<\/b>, staff uniforms<\/b>, signage<\/b> and restaurant design<\/b>. In addition to this, a different and new structure will be added to the visual social<\/b>, digital<\/b> and marketing asset<\/b>.<\/p>\n

\"\"<\/p>\n

Being the first rebranding that the chain has been doing for over twenty years to date<\/b>, the will behind the choice is certainly that of getting closer to contemporary culture<\/b> and today’s kids <\/b>(who have little to do with fast food and are increasingly dedicated to a healthy food choice<\/b>).<\/p>\n

Is it a winner? <\/b>Only time will tell. For now, the information is that the rebranding will start as early as 2021 in the US<\/b>, while it will be necessary to wait for the next few years<\/b> for the global<\/b> extension<\/b>.<\/p>\n

\"\"<\/p>\n

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Light up 2021! Try the rituals to a better new year<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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 […]<\/p>\n","protected":false},"author":70,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[69436,23167],"tags":[],"yst_prominent_words":[],"acf":[],"_links":{"self":[{"href":"https:\/\/www.waitfashion.com\/en\/wp-json\/wp\/v2\/posts\/132364"}],"collection":[{"href":"https:\/\/www.waitfashion.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.waitfashion.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.waitfashion.com\/en\/wp-json\/wp\/v2\/users\/70"}],"replies":[{"embeddable":true,"href":"https:\/\/www.waitfashion.com\/en\/wp-json\/wp\/v2\/comments?post=132364"}],"version-history":[{"count":0,"href":"https:\/\/www.waitfashion.com\/en\/wp-json\/wp\/v2\/posts\/132364\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.waitfashion.com\/en\/wp-json\/wp\/v2\/media?parent=132364"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.waitfashion.com\/en\/wp-json\/wp\/v2\/categories?post=132364"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.waitfashion.com\/en\/wp-json\/wp\/v2\/tags?post=132364"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/www.waitfashion.com\/en\/wp-json\/wp\/v2\/yst_prominent_words?post=132364"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}