McDonald’s has a new look. Modernizing its iconic Golden Arches, the fast food chain has overhauled its packaging designs to reflect a new, bold and dynamic feel. To celebrate the launch of the new look, two Miami University design students were given 48 hours to create fashionable items from the new packaging to complement any wardrobe.
McDonald’s New Packaging
Starting this month, McDonald’s restaurants in the United States will unveil new carry-out bags, fountain beverage cups and sandwich boxes. The new look is simple, fresh and consistent with the company’s vision to be a modern and progressive burger company. The new packaging rollout will expand worldwide to 36,000+ restaurants throughout 2016.
It’s been three years since McDonald’s last packaging redesign and this new image is the result of several different designers from each of the brand’s lead agency partners. The team assembled in London in early 2015 included designers from Leo Burnett Germany; TBWA U.S.; DDB Hong Kong; Creata Australia; Boxer UK; Landini Australia and Forpeople UK.
above: McDonald’s global packaging through the Years 1955-2016
The brief for the meeting, said Mr. Biespiel, McDonald’s senior director of global brand development, essentially was to come up with packaging designs that would be true, bold and simple and work with McDonald’s updated designs in its restaurants and other areas such as its digital push.
The designs feature colors that almost sound like the names of new McDonald’s smoothies or fancy burgers: Passionate Purple, Optimistic Orange, Ocean Fresh Blue, Zesty Lime and Magical Magenta. Of course, McDonald’s signature red and yellow also appear.
Design students were selected to create one-of-a-kind accessories using the new packaging
To celebrate the unveiling of its new packaging, McDonald’s enlisted the help of the South Florida franchise who brought the company the McDCouture Fashion Show last November (about which I blogged here). Current student Pablo Machado and recent graduate Ricardo Hardouin from the Miami International University of Art and Design were selected to create one-of-a-kind accessories using the new packaging within 48 hours.
The dynamic duo channeled their creativity to create an assortment of must-have accessories for McDonald’s by using 50 bags, 72 straws, 22 cups, eight sandwich boxes along with some bling, including rhinestones and pearls.
above: Quench your fashion thirst with this McDCouture ruffled-cup handbag designed by Ricardo Hardouin.
above: This sun hat was created with 18 assorted McDonald’s carryout bags by Ricardo Hardouin and the handbag was designed by Pablo Machado, both of Miami International University of Art and Design
above: a sliver chain cup handbag embellished with faux pearls designed by Pablo Machado
The collection includes a sun hat that is brimming with style, a pair of straw-spiked shoes, four handbags that can hold a Big Mac or a lipstick, and a backpack that is perfect for a hands-free, active look.
above: stylish McDCouture backpack made from the new McDonald’s bags and straws, designed by Pablo Machado.
above: The perfect pair for the McDonald’s customer on the go. Straw-spiked shoes and matching McDCouture Big Mac inspired handbag designed by Ricardo Hardouin
above: The shoes were created with eight carryout bags, 42 straws and a few rhinestones and pearls.
The quantitative and qualitative feedback from consumers showed “how much our consumers wanted McDonald’s to be McDonald’s,” Mr. Biespiel said. Some attempts that really pushed the design envelope perhaps pushed the brand further than customers were comfortable with. Also, “they really liked the designs that leaned into our core assets and icons,” he said. That’s one of the reasons the company decided “to make the Golden Arches so dynamic.”
Not only is the packaging fun and modern, it also means something to McDonald’s customers. The company has committed to sourcing 100% of all fiber-based packaging from recycled or certified sources by 2020. “We’re proud of the progress we’ve made and initiatives like this are important to our customers who care about the planet,” said Biespiel.
information courtesy of Ad Age and McDonald’s. Photos courtesy of McDonalds and Juan Pablo Castro for McDonald’s