McDonald & # 39; s introduces a playful redesign of its packaging
McDonald’s partnered with independent design agency Pearlfisher to redesign the brand’s global packaging system. The focus is on a bold graphics system designed to "convey a sense of joy and lightness" and uses vector-style illustrations to represent various elements on the fast food chain's menu.
With more than 60 million contact points every day, the aim was to “make the packaging more networked and remind us of McDonald’s playful point of view,” says Pearlfisher. The redesign is a departure from its earlier packaging and design system which featured standout on-pack messages and a more typographic approach.
All images: Redesign of the McDonald & # 39; s packaging by Pearlfisher, 2021
Pearlfisher has ambitiously designed a "unified visual framework for the brand's product portfolio" by highlighting hero components on the packaging to create something that is instantly recognizable to its customers.
For example, on the Big Mac sandwich box, layers of the famous burger are captured in a comic book cross-section, the McMuffin casing is simplified with a large yellow egg yolk in the center of a crumpled white background, and although the packet of fries remains relatively similar to in the red and yellow color there are now pointy fries on the inside of the box.
“Our job was to find out what was really special about each menu item in order to design a system That would make it easy for others to do the same, ”says Matt Sia, Creative Director at Pearl fisherman. “The simplicity of McDonald's iconic menu items is beautiful. We wanted Find everyone's special, recognizable, and iconic expression – celebrate them in a way that will make people smile. "
According to Sia, the team tried to add personality through simple illustrations so that the packaging is functional, easy to identify, aesthetically minimal and emotionally cheerful. "Everything in this system has a purpose and helps activate McDonald's brand positioning to make delicious feel-good moments easy for everyone," he adds.
It also signals a step towards modernity for the brand. "We're proud to introduce this redesigned system," said Barbara Yehling, Senior Director, Global Menu Strategy at McDonald's. "Pearlfisher helped this redesign modernize our brand, highlight the uniqueness of our menu, and fulfill our commitment to quality."
McDonald & # 39; s is the second fast food restaurant to have a new look this year after Burger King's mammoth rebranding made headlines in design in January. While they've both approached the task differently, it's clear that even established brands need to update their look and tell customers again who they are.
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