Burger King Malta has unveiled its new branding after the global franchise rung in the New Year by launching its first major rebranding in 20 years.

The international fast-food chain celebrated 2021 with a new brand identity, designed by agency Jones Knowles Ritchie.

Globally, the redesign includes a new logo, packaging, restaurant merchandise, menu boards, uniforms, restaurant signage and décor, social media, digital and marketing assets. Locally, the company’s new logo has been launched, with the remaining features expected to be rolled out shortly.

Burger King’s new brand identity includes a custom serif typeface and retro colours, reminiscent of mustard and burnt orange, mimicking the organic shapes and colour-scheme of the franchise’s menu items.

Photo by Burger King Corporation

The company’s redesign comes at a time when several major brands across various sectors are simplifying their look to be more functional and in tune with use on digital spaces.

Providing commentary to fastcompany.com, Jones Knowles Richie’s executive creative director, Lisa Smith, said part of the redesign was to make the brand more legible in digital spaces.