CLIENT
Burger King is a global chain of fast food restaurants headquartered in Miami, FL.
APPROACH
In 2010, Burger King launched its newly reinvented global packaging. The fast-food king sought to universally expand its appeal across various international markets by minimizing the use of copy and adding more emphasis to their products. The result was a bold, illustrative approach at showcasing some of their more popular menu items.
Because these packages were to be produced and distributed around the world, we needed to create designs that were simple enough from a stylistic and production standpoint. In order to ease production efforts in countries with more limited print capabilities, all final artwork would consist of a maximum of 4 spot colors. As a means to then maximize color usage, each illustration used a variation of tints and screens to create shadows, highlights, and dimension. As a result, Burger King was able to globally manage and produce an indistinguishable line of packaging while limiting costs and preserving a fresh aesthetic.
