Context & Challenges
Krispper marks the arrival of Burger King’s global chicken platform — a rare shift for a brand whose communication and product universe has revolved around the Whopper for nearly seven decades. At the same time, culture was moving fast. A younger generation was seeking irreverence, intensity and authenticity in everyday choices.
Tátil was invited to shape this transition. The challenge was to express the essence of BK’s chicken without breaking the legacy of an iconic brand; to create a visual and verbal identity that could coexist with the Whopper while establishing a territory of its own. The starting point was the product itself — crisp, juicy and built to be felt — and the opportunity to amplify this sensoriality into a global language.
