Why Burger King’s Lions-winning redesign ‘screams crave-ability’

Mike Fletcher

Burger King’s new identity took the design world by storm early in 2021 and also secured one of the first Lions of 2021’s Cannes Lions Live.

On the opening day of Cannes Lions Live 2021, Burger King and its agency Jones Knowles Ritchie (JKR) won Gold for the fast-food company’s first brand redesign in more than 20 years.

Earlier in the day, Burger King’s CMO, Ellie Doty and its Chief Brand Officer, Paloma Azulay, joined JKR’s Executive Creative Director, Lisa Smith to discuss the new brand identity during their ‘How to be yourself (but way better)’ session.

Burger King’s redesign took almost two years and came into play in January 2021, replacing the circular blue swish around a burger icon that dated back to 1999.

“The...

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