A new look for a lasting legacy.
We partnered with McDonald’s on a multi-year effort to redesign their global packaging system. The renewed design brings a sense of joy and ease to the brand through bold graphics.
Placing McDonald’s playful point-of-view front and center, we evolved the brand’s design system away from prominent on-pack messaging, cooking up graphic representations of their iconic menu items instead.
From the cool blue waves on the Fillet-O-Fish® clamshell to the golden, melting cheese on the Quarter Pounder® with Cheese, the packaging makes for an expressive, visual system. Each wrapper, clamshell and pack is identifiable, joyful and simple.
With evocative, easy-to-understand graphics, McDonald’s’ new packaging is recognizable regardless of where in the world orders are being assembled, shared and enjoyed.