Design a platform that could balance historical coherence with creative freedom. Krispper needed to stay true to BK’s irreverent DNA while having enough personality to open a new front inside the global portfolio.
The guiding question was straightforward: how do you turn texture, appetite and attitude into a scalable, ownable and vibrant visual-verbal system — one that resonates with a generation that demands presence and originality?
The challenge also included operating this system across multiple markets and cultures, ensuring consistency without compromising the expressive power that defines Burger King.
Design a platform that could balance historical coherence with creative freedom. Krispper needed to stay true to BK’s irreverent DNA while having enough personality to open a new front inside the global portfolio.
The guiding question was straightforward: how do you turn texture, appetite and attitude into a scalable, ownable and vibrant visual-verbal system — one that resonates with a generation that demands presence and originality?
The challenge also included operating this system across multiple markets and cultures, ensuring consistency without compromising the expressive power that defines Burger King.
The answer began with the product itself — understanding how its behavior could shape the identity. The team explored the duality at the core of Krispper — crispy on the outside, juicy on the inside — and translated it into design and expression codes.
The visual language expands the Burger King universe with new elements. Illustrations gained an acidic, energetic quality, echoing the brand’s direct humor and the behavior of a generation that communicates through exaggeration. Photography combines lifestyle scenes with bold macros, capturing heat, texture, contrast and juiciness with a presence never before used in BK’s portfolio. The graphic system was programmed for global scale — stamps, icons, layouts and expressive gestures flex smoothly across different contexts without losing identity.
The answer began with the product itself — understanding how its behavior could shape the identity. The team explored the duality at the core of Krispper — crispy on the outside, juicy on the inside — and translated it into design and expression codes.
The visual language expands the Burger King universe with new elements. Illustrations gained an acidic, energetic quality, echoing the brand’s direct humor and the behavior of a generation that communicates through exaggeration. Photography combines lifestyle scenes with bold macros, capturing heat, texture, contrast and juiciness with a presence never before used in BK’s portfolio. The graphic system was programmed for global scale — stamps, icons, layouts and expressive gestures flex smoothly across different contexts without losing identity.
