NEW YORK (Reuters) – Burger King has redesigned its brand, including its logo, food packaging and restaurants, to reflect improvements such as the removal of preservatives, the fast food chain said on Thursday.
“We’ve done a lot in terms of food quality and experience,” said Fernando Machado, global marketing director at Restaurant Brands International, which owns Burger King. “We felt that putting a solution around all of this by improving our visual identity would help us signal to consumers that this is an evolving brand.”
The rebranding, the first Burger King in 20 years, includes a new logo with a rounded font that reflects the shape of burgers and other menu items.
Bold colors in shades of brown, red and green are a sign of the Burger King grill process and its use of fresh ingredients, the company said.
Burger King announced earlier this year that it will remove all artificial colors and preservatives from Whopper burgers, as fast food chains are introducing more and more healthy options to suit consumer tastes.
The company’s famous strange mascot with a plastic face – the King – will not go anywhere despite the rebranding.
“We love him as he is and he will continue to be weird,” Machado said.
(Reporting by Sheila Dang, Editing by Nick Zieminski)
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