Here’s Why Burger King Revamped Its Packaging

Making the brand consistent globally

July 27, 2015

Updated packaging design seems to be the latest trend among fast-food chains—McDonald's and KFC recently refreshed theirs—and earlier this month Burger King tapped Turner Duckworth's London office for a revamp of its own.

The new packaging is part of an overall brand strategy for Burger King, which is trying to position itself more uniformly on a global scale, according to a spokeswoman for the brand.

"For decades, Burger King restaurants have been recognized globally as a leading, iconic brand," said the spokeswoman. "With more than 14,000 restaurants in over 100 countries, we have been working to increase brand consistency globally."

While the burger chain's logo will remain the same, the new design includes retooled cups, wrappers, bags and containers. The in-store experience is also getting an update.

"This work started with refining our global brand positioning to ensure that our entire guest experience is driven by one cohesive brand," said the spokeswoman. "The rollout of our new global packaging is the latest evolution of this positioning, which celebrates our great-tasting food that is prepared-to-order and celebrates our desire to deliver an authentic and fun experience for all guests."

It is unclear what the next steps will be in that rollout.

"Over time, you will continue to see our refined brand identity come to life in new and exciting ways," said the spokeswoman.

Check out the redesign below: