With over 60 million touch points used daily, McDonald’s packaging is important. One of the world’s largest fast food giants has partnered with the independent Pearlfisher brand agency to launch a new global packaging system that brings the brand a sense of joy and lightness through bold and vibrant graphics.
The graphics system serves as a unique visual framework for the brand’s product portfolio, capable of transforming the modern expression of the global icon and developing brand perception along the way. Moving from a design system with prominent messages in the package, graphical representations of menu items help to connect each of the structures and evoke McDonald’s playful point of view. From the cool, blue waves on the Filet-O-Fish shell to the golden, melted cheese on the Quarter Pounder, the packaging makes for an expressive, visual system.
“Our task was to find out what is really special in each menu item in order to design a system that would make it easier for others to do the same. The beauty is in the simplicity of the iconic menu items at McDonald’s. Our goal was to find the most special, recognizable and iconic expression of each of them – to celebrate them in a way that makes people smile, ”says Matt Sia, creative director at Pearlfisher.
The redesigned packaging ensures that operations remain effective for McDonald’s crew members, while each meal, with each wrapper, shell and package, is designed to be recognizable where ordering takes place. Easy-to-understand recognition of graphics drives no matter where in the world orders are assembled, shared and enjoyed.
Earlier this year, fast food colleagues Burger King and Subway also unveiled a new, simplified package.