D&AD New Blood 2018
Wood Pencil Winner

Whopper World

D&AD New Blood Awards 2018 Winner – Burger King: Whopper World is an app game concept designed to generate a channel of engagement with a target audience group that tops all the charts for mobile usage. Influenced by popular game titles, it fully immerses the user into a fun world within the Burger King brand.

Project Details

Client: D&AD – Burger King
Skills: App Design, UX Design, UI Design, Branding, Illustration, Animation, Video

Project Description

The design rationale behind the Whopper World game concept is to generate a channel of engagement with a target audience group that tops all the charts for mobile usage, device interaction and communication through social media and mobile applications. Influenced by popular game titles such as Pokémon GO and classic arcade platforms like Pac Man, the game interaction is designed to fully immerse the user into a fun world within the Burger King brand. Users also receive a little help from the chat bot ‘Whopper Bot’ characters, which take inspiration from early Tamagotchi pets.

Whopper World App Icon

The Whopper World icon symbolises the App through the WW that represents both the App name and the Pac Man styled game play functionality. The circular form of the icon also represents the worldwide environment of the platform. The icon conveys it’s connection to the Burger King brand through the same colour pallet as the restaurant logo.

Whopper Bot Characters

Characters designed to feature within the Whopper World game as a ‘Whopper Bot’ Chat Bot feature, that assists and motivates users during the game play. The final three Characters currently only feature within the wider branding to represent the additional meal items, or as an off line game feature on the food packaging.

Where’s Whopper
Brand Pattern

The Whopper World brand pattern was designed to convey a creative connection to the App interface and its features. This pattern will be used across both the App interface and the surrounding marketing elements of Burger King.

Burger King Packaging

Examples of how the game promotion can be utilised throughout the food packaging elements with the use of the branding pattern. These off line elements also feature the ‘Where’s Whopper’ game, making an additional connection to the search and seek theme of the digital game.

Whopper World App:
User Interface

The various screens of the Whopper World user interface have been designed so a user can  intuitively navigate between each of the functionalities with ease.

Please note: GRILLA is the only character you can select on the demo

Winning a D&AD New Blood pencil

Winning a D&AD New Blood pencil for my Burger King ‘Whopper World’ design concept…

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