• D&AD Awards 2021
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Your Way, Way Better

Award: Graphite Pencil

Graphite Pencil / Graphic Design / Integrated / 2021

Award: Wood Pencil

Wood Pencil / Branding / Brand Refresh

When Burger King set out to create a new, ownable, flavour-forward look for its main menu items, the brand knew it had to be craveable. Blending type and illustration, JKR’s packaging uses custom type to evoke the soft juiciness of Burger King's flame-grilled menu. Paired with unique ligatures and swashes in the custom Flame Bold typeface, the branding oozes juicy, mouthwatering personality — before customers take their first bite.

  • Your Way, Way Better
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  • Your Way, Way Better
  • Your Way, Way Better
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  • Your Way, Way Better
  • Your Way, Way Better
  • Your Way, Way Better
  • Your Way, Way Better

What did the judges have to say?

"It is incredible how this branding system stands out. The way it is super contemporary yet holds immense heritage; the colour palette choice; illustration style; and scalability on multiple channels. The impact it created is tremendous, not only through the professional design team but also through the business impact level, mainstream audience, resulting in additional target/market share acquisition! Every detail through all channels from packaging to digital is meticulously thought of. The logotype is beautifully crafted with a minimal feel yet a clear, clever abstraction of the old logo, adding a new, powerful era to Burger King's timeless journey."

Ghada Wali, Creative Director & Founder, Wali's Studio

Are you credited on this winning entry?

If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

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