To mark the start of a new decade, McDonald’s has now revealed a redesign of its global packaging. Partnering with creative agency Pearlfisher, the multi-year effort will launch a full renewal of the fast-food chain’s global packaging system.
Evoking a sense of joy and ease, bold graphics offer a playful outlook that strays away from the current prominent on-pack messaging. Graphic representations of iconic menu items serve to create expressive sustainable packaging that establishes a new visual language for McDonald’s that builds on its lasting legacy.
McDonald’s and Pearlfisher also took into consideration operation processes at restaurant locations, designing each recycled paper wrapper, clamshell and pack to be easily identifiable all over the world. The identifiable, joyful and simple illustrations also serve to ensure a cohesive visual identity for McDonald’s in each market it operates in.
“We are excited to be rolling out bright, beautiful and modern new designs for all McDonald’s packaging globally. This move will help us unify our branding and create a more consistent customer experience in over 39,000 restaurants in 100 countries around the world. We can’t wait to introduce customers to our fresh new look,” said Barbara Yehling, Senior Director of Global Menu Strategy McDonald’s Corporation.
Head over to Pearlfisher’s website to learn more about McDonald’s global packaging redesign.
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