mcdonald's unveils global packaging redesign with a focus on graphics

creative agency pearlfisher has partnered with mcdonald’s to redesign the fast-food giant’s global packaging system. the renewed design brings a sense of joy and ease to the brand through its bold graphics. transitioning from a design system with prominent on-pack messaging, the graphic representations of menu items help make each of the structures more connected and evocative of mcdonald’s’ playful point-of-view.

images by pearlfisher

‘our task was finding out what was really special about each menu item to design a system that would make it easy for others to do the same,’ said matt sia, creative director at pearlfisher. ‘there’s beauty in the simplicity of mcdonald’s’ iconic menu items. we aimed to find the most special, recognizable and iconic expression of each – celebrating them in a way that makes people smile. bringing personality to life through simple illustration allows for the packaging to be functionally unique, easy to identify, aesthetically minimal and, most importantly, emotionally joyful. everything in this system has a purpose and helps activate mcdonald’s’ brand positioning to make delicious, feel-good moments easy for everyone.’

the design took into consideration the operation processes held inside the restaurants, allowing crew members to be super efficient. each wrapper, clamshell and pack has been designed to be identifiable where order assembly occurs. the easy-to-understand graphics are easy to recognize, no matter where in the world they are.

‘we’re proud to debut this redesigned system,’ said barbara yehling, senior director of global menu strategy at mcdonald’s corporation. ‘pearlfisher helped to ensure that this redesign modernizes our brand, highlights the specialness of our menu, and delivers on our commitment to quality.’

project info:

agency: pearlfisher

VP executive: hamish campbell
creative director: matt sia
design director: tiffany bacani
senior designer: alex wagner
designer: shruti shyam
head of realization: brandi parker
head of client management: justine allan
client director: courtney tight
client manager: teri neis

partner agencies:

HAVI
boxer brand design
mcdonald’s local agencies
turner duckworth