This rebranding effort by Webster for Little King involved taking a legacy identity and reformulating the approach to be of the times without losing any brand equity that existed. The previous brand left a lot to be desired with regard to design and memorability. The king mark looked stuck in the 70s and was easily forgettable. The Webster team changed all that with a keen eye for design and a new interpretation of the king. Here’s what the Webster team says about the project:
Before Subway, before Blimpie, before Jimmy John’s, there was Little King. A Midwest institution since 1969, Little King’s decades-old brand identity was well past its freshness date. To create a more modern monarchy, Webster redesigned the Little King logo, updated the font and color palette, and extended the look through signage, menus and packaging.