McDonald’s has teamed up with famed London-based design agency Pearlfisher to redesign the burger chain’s global packaging.
Featuring bright, fun colours and cartoony graphics, Pearlfisher said it wanted to “bring a sense of joy and ease” when customers were chowing down on their burgers and fries.
Some 68 million people around the world eat a McDonald’s meal every day and Pearlfisher wanted to make the packaging “more connected and evocative of McDonald’s’ playful point-of-view”.
The move follows Macca’s’ arch-rival, Burger King’s, retro rebrand announced at the start of the year. Read B&T’s original reporting on that here.
Pearlfisher said it wanted a “single visual framework for the brand’s portfolio of products” by highlighting hero ingredients on the packaging, that would be instantly recognisable to customers.
Commenting on the work, Matt Sia, creative director at Pearlfisher, said: “There’s beauty in the simplicity of McDonald’s’ iconic menu items. We aimed to find the most special, recognisable and iconic expression of each – celebrating them in a way that makes people smile.
“Everything in this system has a purpose and helps activate McDonald’s’ brand positioning to make delicious, feel-good moments easy for everyone,” he said.
Barbara Yehling, senior director of global menu strategy at McDonald’s commented: “We’re proud to debut this redesigned system.
“Pearlfisher helped to ensure that this redesign modernises our brand, highlights the specialness of our menu, and delivers on our commitment to quality,” Yehling added.
