Burger King Bangladesh rebrands

Burger King Bangladesh has carried out a comprehensive rebrand to update all elements of its visual identity with a design that it describes as “mouthwatering, big and bold, playfully irreverent and proudly true”.

The fast-food chain said it would be updating every aspect of its visual identity including the layout and logo designs.

According to The Business Standard, the burger brand will change its logo design, store interior, and other designs inside the store and packaging.

This will be the first time that Burger King Bangladesh is doing a revamp since it was first established in the country in December 2016. The American burger joint entered the Bangladesh market via a long-term franchise agreement to open and expand under Tiffin Box Limited, a Dhaka-based restaurant company.

Since the source code of the brand’s current language was the company’s own widely recognisable logo first employed in 1969, through the 90s, until 1999 saw the introduction of the blue ring wrapping the very dynamic logo, the rebranding exercise in a world that is almost entirely digital as it stands: a corporeal contrast to the entire physical commodities the brand sells, food, is much more comprehensive and expansive.

The new logo is actually already being used in other countries after carrying out a revamp as well. Moreover, the decision to rebrand has been inspired by Burger King’s heritage including its original logo and the iconic global status of the brand.

As part of its first rebranding exercise in over two decades, Burger King will be rolling out a new brand logo, packaging, restaurant merchandise, menu boards, crew uniforms, restaurant signage and décor, social media and digital and marketing assets.

“However, with so many changes made, one thing remains constant, the brand’s promise to deliver exceptional food and extraordinary experience to its customers. The rebranding is a mixture of Burger King’s authentic past and our new exciting future,” the company said in a press.

The brief received by London, New York and Shanghai-based independent creative agency, Jones Knowles Ritchie, was simple yet complex, as can be imagined from a multi-billion global brand such as BK, especially in terms of the vast heritage and easy identifiability and visibility that the brand carries, to the point of being a household name.

The rebranding has been inspired by Burger King’s heritage, the iconic status of the brand and its original logo.

Leave a Comment