Brief: Use fresh language to let people know that Burger King’s menu is 100% real.
Solution: (Preferably in Europe) To really convey that Burger King’s food is fresh and does not contain artificial E-numbers (E’s) we decided to remove the letter E entirely in combination with the launch of the new identity of Burger King. From menus, burger wraps, even the name of the restaurant, Burgr King. Making it impossible to miss that BK does not mess with E’s.