The American fast-food giant has unveiled a complete overhaul of its packaging, focusing on more simplicity and recognizable graphic elements.
From his famous Big Mac to his well known to the general public, Filet-O-Fish, everything goes. The American fast-food restaurant McDonald’s has decided to mark the start of this new decade by opting for a complete overhaul of its packaging design. In partnership with the visual design agency Pearlfisher, based in London , UK, the American giant plays on colors and simplicity, with more graphic representations of its products. The new visual identity of its packaging is the opposite of the current one. The dull colors, the abundance of text and the visual representation of products on current packaging will completely disappear and give way to a colorful, clean and instantly recognizable design.
Matt Sia, Creative Director at Pearlfisher explains that his team’s task “was to find out what was really special about each menu item” to “find each one’s most special, recognizable and iconic expression. ”. The aim of this total overhaul is to “bring the personality to life through simple illustration”, which allows the packaging to McDonald’s and Pearlfisher have taken the international market into consideration, opting for a design that will be easily identifiable in all of its branches abroad. This global overhaul aims to give a new visual identity to the brand and to allow its employees to work more efficiently during the preparation of orders thanks to simplified and more intuitive packaging. These will be deployed for a period of two years in all markets around the world. They are already available in Australia , New Zealand and the Pacific Islands.