Maccas is still fighting the good fight of stuffing people’s faces with fatty (albeit ‘fancy’) foods, launching fresh packaging and a concept store to boot.
McDonald’s is taking its tired old brown paper bags and overhauling them with bright lettering and a fresh approach to its iconic Golden Arches.
The shake up is the chain’s first global packaging change in three years, and it’s certainly about time.
The overhaul has, per AdAge, been in the works since 2014, with an A-list team brought together in London around a year ago to make the overhaul happen, including designers from Leo Burnett Germany, TBWA US, DDB Hong Kong, Creata Australia, Boxer UK, Landini Australia and Forpeople UK.
McDonald’s senior director-global brand development Matt Biespiel has called the new design, which still features the classic arches and the “I’m lovin’ it” slogan, a “really looking and feeling modern, feeling progressive”.
“It’s hard to say who gets the credit for the actual design because everyone had a hand in shaping the thinking,” Biespiel added, per AdAge.
The new look is taking its first spin around the block in the US before spreading out to the rest of the world, and features colours such as Passionate Purple, Optimistic Orange, Zesty Lime and Magical Magenta, and no we didn’t make these names up.
Biespiel added that consumers “really liked the designs that leaned into our core assets and icons”, hence the reason the company decided “to make the Golden Arches so dynamic”.
For example, the front of one bag features the golden arches, which stretch to the adjoining side panel. The other large side of the bag might include the name of one of the foodie faves like a Big Mac or delicious tasty nuggets in a brighter shade.
And Maccas isn’t stopping there, launching its new look concept stores in Hong Kong last week.
The burgers are served on wooden boards, there are bowls of asparagus and quinoa on the menu, staff deliver meals to your tables and there’s absolutely no sign anywhere of Ronald or Hamburglar.
The brand is steamrolling ahead with its new ideas, and the new concept store in Hong Kong’s busy Admiralty business and shopping district, featuring everything from mood lighting to dessert bars, is testament to that.
The McDonald’s Next restaurant was designed by Australian company Landini Associates to compete with higher-end burger joints, according to The Independent.
The Sydney-based design company told Dezeen magazine the grey-walled restaurant is “an experiment in non-design”.
“The colourful graphic environments that became the signature for McDonald’s internationally, are now replaced with a simpler, quieter and more classic approach.
“The intention is to hero the food, the service and the people who come to enjoy it, and to create a ‘recognisable neutrality’ that allows this to happen.”
The restaurant incorporates an open kitchen design, computerised lamps that vary in intensity depending on what time of day it is, and the ability to order not just from the counter or kiosk, but from your very own waiter.
Landini Associates is now working on similar stores in Australia, China and Singapore, per Fairfax reports.
Thrive PR Melbourne has kicked off the year with new appointments, promotions and a new leadership team, marking the delivery of a transformation strategy that’s seen the agency diversify and strengthen its corporate, consumer and integrated digital service offering in Victoria. Lead image: (L-R) – Sophie Maguire, Melanie Campbell, Nathan McGregor, Zoe Raknes, Erika Rutledge, […]
Forbes Australia has announced a slew of new speakers for its second annual Forbes Australia Women’s Summit: ‘Power Rising’. The ‘Power Rising’ event will take place at the Roslyn Packer Theatre in Sydney, led by a star-studded line up of female speakers. “We often learn as much from stories of hardship and failure as we […]
Iconic Australian ad guru Russel Howcroft and industry up-and-comer Freddie Young from Good One Creative have today launched their experimental, no spin advertising podcast, AdMission, in partnership with 9Podcasts. AdMission tells the uncensored stories behind the world’s most talked about brands, ideas, campaigns, advertising news and industry screw ups, as well as offering sharp insight […]
B Corp shop Paper Moose promises all the paper in its name was recycled as it reveals new ethical investment campaign.
According to a new study from CPR First Aid has revealed that Aussies’ most Googled personal goal in the summer is losing weight, new research has found. Their next most researched summer objective is healthy eating, followed by drinking more water. This time of the year, Aussies want to stop snoring and quit smoking more […]
Businesses are integrating customer data platforms with AI and analytics to personalise customer experiences and drive business success, according to a new report from Twilio Segment. Lead image: Kathryn Murphy, SVP of product and design, Twilio. The fifth annual Customer Data Platform Report, which reflects the findings of anonymised usage data from Twilio Segment’s more […]
Word of Mouth Digital, a Sydney-based full-service digital marketing agency, has announced the addition of six diverse brands to its expanding client portfolio. Lead image: Alex and Tash Williams These new partnerships span various sectors, including pet care, cognitive health, home construction, wellness, and retail, showcasing the agency’s commitment to fostering growth through strategic collaboration […]