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 renews the fast-food chain’s global packaging system evokes a sense of joy and ease to the brand through bold graphics.

The new playful outlook strays away from the current prominent on-pack messaging, focusing on graphic representations of iconic menu items instead. From the cool blue waves on the Filet-O-Fish clamshell to the golden, melting cheese on the Quarter Pounder with Cheese, the expressive sustainable packaging establishes a visual system that builds on McDonald’s 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.

Head over to Pearlfisher’s website to learn more about McDonald’s global packaging redesign.

For more food and beverage news, McDonald’s is bringing back Hi-C Orange Lavaburst/Hi-C Orange.

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