Packaging of the Month was taken from an article written by Andrew Gibbs in the November issue of Entrepreneur Magazine.
WHO: Burger King commissioned Turner Duckworth, a design agency with studios in London and San Francisco, to redesign its visual identity and launch it to more than 13,000 restaurants in nearly 100 countries.
WHAT: Burger King wanted fresh designs for carryout bags, burger wraps, french fry containers and cups. The new line emphasizes individuality and the uniqueness of made-to-order-flame-grilled burgers. “All the packaging has a hand printed effect reminiscent of the marks on the burgers made by flame grilling: imperfect perfection,” says a Turner Duckworth spokesperson. Burger King also wanted packaging that would foster efficiency; the new burger wrap, which can be oriented to say either “cheeseburger” or “hamburger,” has a spatula icon that helps staff center the product on the paper.
WHY WE LOVE IT: Small details add up. The typeface has minor imperfections, emphasizing one-of-a-kind quality. The abstracted burger in the Whopper logo and on the takeout bags is modern, striking and instantly recognizable. Each size of coffee cup has a different icon: a mini battery (for espresso), an alarm clock, a light bulb or a lightning bolt.
Together, these playful yet subtle elements serve to modernize Burger King’s image and imbue the company with character, all aimed at enhancing customer loyalty.
ANDREW GIBBS IS EDITOR IN CHIEF OF ONLINE PACKAGING MAGAZINE THE DIELINE and EDITORIAL and CREATIVE DIRECTOR of HOW MAGAZINE.