Project: Rebrand Integration
- Client: RBI
Platform: Mobile & Desktop Web
Burger King
Integrating Burger King’s updated
identity into the digital realm
Burger King underwent a major brand refresh, introducing a new visual identity and updated guidelines. This project focused on translating that identity into a cohesive digital experience across the mobile app, website, and in-store ordering kiosks.
My role on the project
As a UI/UX designer, I worked as part of an international team of designers and developers, collaborating remotely to translate the updated brand identity into digital interfaces. My focus was on mobile design, with an emphasis on applying visual systems consistently.
The product challenge
Burger King had recently launched a new comprehensive rebrand, which included extensive brand guidelines. The challenge was that while the new identity was well defined, there were few standards for how it should be applied across digital platforms.
A scalable digital design system needed to be created that would support multiple platforms while ensuring consistency with the new branding. There was also a focus on reevaluating and improving the online ordering experience to meet increased demand during the COVID-19 pandemic, with an emphasis on improving usability and making it easier for customers to place orders.
Although functional, Burger King's existing app experience and visual style were
ready for a refresh, which the new redesign aimed to provide.
Establishing a digital design system
Translating Burger King’s new brand identity into a digital experience meant adapting a visual system that was originally focused more on branding and identity into something that worked with device constraints and user interactions. This required defining how typography, color, and illustration would function across different interfaces, from desktop and mobile web to in-store kiosks.
To support this, a design system library was created to translate static brand guidelines into a scalable design system for digital interfaces. This helped maintain visual consistency across platforms while adapting to different screen sizes and ways of interacting. The design system help to:
• Ensure consistency across mobile, desktop, and kiosk experiences
• Translate brand guidelines into practical UI patterns
• Provide a foundation for scalable product development
A new design library was created to adapt the updated styles for digital
platforms. This Ensured a consistent experiences across devices.
Refining the ordering experience
During the pandemic, increased reliance on digital ordering revealed the need for a more streamlined ordering experience. This was especially important for users completing orders on mobile devices.
The focus was on reducing unnecessary complexity across the flow and helping users complete their orders with less effort, improving both usability and conversion. Rather than introducing new functionality, the work focused on refining the existing experience by simplifying steps that added unnecessary effort to the ordering process. The goal was to create a more direct path from the menu to the checkout screen. This was achieved by:
• Removed non-essential screens to reduce unnecessary steps
• Combined related steps to streamline navigation through the ordering flow
• Reimagined the cart as a consolidated order summary before checkout
The ordering experience was simplified by reducing unnecessary steps,
creating a more direct path from the menu selection to checkout.
Encouraging repeated engagement
While improving the ordering experience, the project also explored ways to extend engagement beyond single transactions. A rewards program was introduced to give users incentives to return, while supporting the refreshed brand experience across digital platforms.
The goal was to make earning and redeeming rewards feel simple and easy to understand, without adding complexity to the ordering experience. By creating a more rewarding experience over time, the product could build stronger relationships with customers and encourage ongoing engagement. To achieve this the team:
• Created a points-based loyalty structure to encourage repeat purchases
• Added offers and rewards within the loyalty program
• Aligned reward visuals and styling with the updated rebrand
A rewards experience was added to encourage repeat engagement, making
it easy for users to earn and redeem points.
The project outcome
The ongoing design updates translated Burger King’s refreshed identity into a consistent digital experience across mobile, desktop, and kiosk platforms. Rather than being a fixed solution, the system continued to evolve over time, with iterative refinements that improved usability and ensured the brand was applied consistently across different contexts and user needs.