Burger King transformed its business to reach the highest standards for food quality, sustainability, and restaurant experiences in the QSR industry. The brand? Still the same gas station plastic 2000s look. It was the perfect time to get real.

The brand experience needed to be as craveable as BK’s food, all parts needed to be good enough to eat, flame-grilled to perfection, and always absolutely mouth-watering.

From uniforms to wrappers and everything in-between, the brand became bolder, more natural, and flame forward. It’s the tastiest, two-hands-needed, bring-extra-napkins rebrand we’ve done. And it turns out investors had a hankering for what we were serving up: stock jumped a whopp(er)ing 7.8%. It also made people want to buy BK over McD by 66%. Yum.