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.
Back in June 2020, QMS pulled off a major coup, snaring the City of Sydney’s outdoor assets away from rival JCDeceaux in a 10 year deal reported to be worth $300 million. COVID has made the changeover and erection of new street furniture challenging, but here B&T chats with Jemma Enright who joined the business […]
According to a new study by Gemini, the meteoric rise and subsequent volatility of Bitcoin has many Aussies considering whether digital assets have a place in an investment portfolio, often comparing cryptocurrencies against more traditional asset classes, such as property. Now, as concerns grow over inflation and the economic slump – motivating many investors to look […]
Facebook has officially released the campaign for the succinctly named Ray-Ban Stories: First-Generation Smart Glasses. The Ray-Ban Stories are, according to Facebook’s official release, “smart glasses that give you a new way to capture photos and video, share your adventures and listen to music or take phone calls.” They are the product of a collab […]
M&C Saatchi creatives Sam Rowlands and Jason Leigh talk about their personal creative pursuits, and how it informs their advertising. Then they decided that, as they hadn’t seen each other in a long time, they’d prefer to interview each other… Sam Rowlands — art director/painter/sculptor/fashion designer (as interviewed by Jason Leigh) Sam forgot about our […]
Esports organisation ORDER has announced the appointment of Michael Speakman as its new Head of Commercial. As part of ORDER’s expansion, Speakman will help navigate new commercial opportunities by offering a creative space for brands to connect, level up and deliver partnerships across the gaming ecosystem. ORDER continues to sustain its rapid expansion by appointing a […]
Hivestack, the leading global programmatic digital out of home (DOOH) ad tech company today announced a partnership with Clear Channel Outdoor Americas (CCOA), the US based business of Clear Channel Outdoor Holdings: one of the world’s largest outdoor advertising companies. Through this new partnership, CCOA will offer advertisers a way to buy DOOH inventory programmatically […]
Samsung Electronics Australia has this week announced the lineup of five budding recording artists for its UNDSCVRD competition, a TikTok docu-style reality series aimed to bring the spotlight to the rising music talent in the country. The series, presented by Samsung Galaxy, brings together five musical talents from across the country who were hand-picked by […]
Independent media agency Kaimera has recruited five new team members to manage its continued growth, following several new client wins including Britbox, Campos and Under Armour. Daniel Miller (pictured above) has joined from News Connect, where he was an associate programmatic trader, in the newly created role of platforms manager. In the role, he will […]
The sexiest singles in the nation (according to Channel Nine, at least) are back on airwaves with Love Island Australia on Monday, October 4, at 9.00pm after The Block on Channel 9 and 9Now. Aussie sweetheart Sophie Monk will return to host (and play Cupid) alongside new addition, comedian Stephen Mullan a narrator, in the world-renowned reality TV […]
Yotpo is officially expanding into Australia, off the back of significant market growth with massive Aussie names, a landmark investment from Shopify and a plan to help local Aussie e-comm explode. Yotpo’s ANZ userbase includes names like Zoe Foster Blake’s $180M Go-To Skin Care, e-commerce fashion queen Princess Polly, and billion-dollar streetwear brand Culture Kings, […]