McDonald's
How do we make 60 million daily interactions instantly playful and special?
McDonald's boasts a menu full of famous favourites with over 60 million people served every day. Our multi-year collaboration to redesign the fast-food icon’s global packaging system was centred on activating the brand positioning to make delicious, feel-good moments easy for everyone.
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At the core of the redesign was the idea that packaging should become an integral part of what McDonald’s represents today – a modern, familiar, and joyous experience – expressed through a graphics system which serves as a single, visual framework for the brand’s portfolio of products.
We leveraged the packaging as a creative canvas to celebrate the most recognisable and iconic expression of each menu item, bringing personality to life through a simple, aesthetically minimal and uniquely functional – but joyful – design language. For instance, we crafted simple, cool teal waves to symbolise the Filet-O-Fish® and utilised a vibrant yellow egg yolk surrounded by pristine white space to represent the Egg McMuffin®. The result is a harmonious family of products designed to enhance countless individual moments for McDonald’s customers worldwide as orders are assembled, shared, and enjoyed.
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