DB3 - Research

Design Brief 3 - Research 

OUGD603

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Burger King Rebrand (Nicer Tuesday)

I viewed a talk from ‘nicer tuesday talks’ with Raphael Abrue as he oversaw the recent rebrand of Burger King and is the Global head of design at restaurant brand international (burger king’s parent company). To start off the talk Raphael answered the main question, why rebrand Burger King? His response was that it been 20 years since Burger King rebranded and it was important to rebrand because of the changes in today’s society of brands and digital branding. Also, it was the perfect time to do so as within the burger kind brand they are improving food quality by removing all artificial sources. Burger King’s 1999 branding didn’t reflect the brand anymore. The rebranding project didn’t start as a rebranding project, it started out as communication the improving food quality by removing all artificial sources, and doing so they identified the branding didn’t reflect the brand anymore and the logo started to look dated. Within the rebrand they started with four design principles to guide the project ‘mouthwatering’ seen in the photography and colours used, ‘big and bold’ which is shown in the typography and macro photography, ‘playful’ in their illustrations, and ‘being true to themselves and history’, which is achieved by the actual food photography and logo staying true to the roots of Burger King. Raphael mentions they were looking to produce a long lasting logo and to make it exciting which he believed they achieved which is evident by the launch of the rebrand. The biggest takeaways from this talk was that simple is sometimes better and to always think about different assets you can design to compliment the brand rather than just designing the logo and that’s it. The last point was to work in the development stage a lot more within my work and to develop the small details in the design 

Burger King Logo

The new burger king rebrand uses a bold and playful font for their logo which is used as the patty within the burger illustrations. I really like the use of the type being used as part of illustration rather than just placed under a burger icon like. Within the rebrand, they have used type to their advantage and by implementing it within their packaging design without any area elements to identify the product. They also affectively use the type within their branding like the letter mark they produced for 'home of the whopper'. The final thing I found within the branding is their use of a very specific illustration style and it really gives the brand I unique style and feel. The overall brand is now presented as retro brand through the use of colours and the strong playful typography use within the brand.

Heinz

I conducted some research into the Heinz Brand and found that the company was founded by Henry J. Heinz in 1869. Heinz manufactures thousands of food products in plants on six continents, and markets these products in more than 200 countries. The logo itself is recognisable however I found when looking at my experiences with the brand I always identify the shape being the brand. They have a wide range of products and this is shown in their however they also include 57 varieties within their branding. I found that the 57 was largely a made-up number,however it was there because at the start they produced 57 products, according to an ad from 1924. Classic Heinz tomato ketchup was listed at No. 48 on the list, with prepared mustard right behind it at 49. The existing branding uses a primarily bold san serif font however when you look closer the typeface also implements small serif within it. They have also featured the shape of the label very heavily on the branding so this will be important to keep to ensure brand loyal stays. As well they use realistic photos for there images on the packaging designs.