Burger King reintroduces the Salmon Mentaiko burger with a new brand identity for a limited time only. Inspired by Hokkaido, a tender salmon fillet burger topped with savory Mentaiko sauce, American cheese, sliced onions, juicy tomato, and fresh lettuce will make up the Salmon Mentaiko burger alongside a new logo and visual identity.
Burger King claims that the modern approach that they are taking marks the first complete rebrand in over 20 years that will represent Burger King’s values more authentically. This is part of Burger King’s commitment to improving its standards in terms of taste, food quality, exclusion of artificial preservatives & additives, as well as their pledge to environmental sustainability.
As we move forward into this digital era, Burger King will be rolling out a new brand logo, packaging, restaurant merchandise, menu boards, crew uniforms, restaurant signage and decor, social media, and digital and marketing assets. The result is a new look that indicates confidence in the future while remaining true heritage and the nature of which guests love about Burger King. Each design element was intentionally reimagined to better reflect the new Burger King food journey.
“Design is one of the most essential tools we have for communicating who we are and what we value, and it plays a vital role in creating a desire for our food and maximizing guests’ experience. We wanted to use design to get people to crave our food; its flame-grilling perfection and above all, its taste,” said Ng Lee Teing, CEO of Burger King Malaysia.
