Branding
Saturday February 13, 2021 By David Quintanilla
Pearlfisher Redesigns McDonald’s Packaging As Part Of New Global Strategy | Dieline


Quick-Meals worldwide large McDonald’s quietly unveiled its new international packaging system on the tail end of 2020, marking the start of a strategic advertising and marketing and operations shift. 

Now, the complete scope of that packaging refresh has lastly seen the sunshine of day, and none aside from artistic and branding company Pearlfisher is behind the work. As a part of an overhaul of the beloved arches’ multi-year redesign, they oversaw the implementation of a brand new graphics system, what they’re calling the “single visible framework for the model’s portfolio of merchandise.” 

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Within the preliminary announcement final November, McDonald’s Worldwide President, Ian Borden, stated packaging represents over 60 million totally different touchpoints with shoppers daily. The brand new visible system is clear, simplified, and made up of enjoyable and daring graphics. Many modifications have been necessitated within the short-term because the burger chain adjusts to the pandemic, although McDonald’s has signaled long-term modifications in the best way it operates, like alterations to retailer designs that cater to cell and drive-thru orders.

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The flat illustrations current all through the design system make for a streamlined affair, but they nonetheless really feel playful sufficient to maintain up with the Burger King’s and Popeye’s of the world.

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“Our process was discovering out what was actually particular about every menu merchandise to design a system that might make it simple for others to do the identical,” stated Matt Sia, artistic director at Pearlfisher, in a press launch. “There’s magnificence within the simplicity of McDonald’s’ iconic menu objects. We aimed to search out probably the most particular, recognizable, and iconic expression of every—celebrating them in a means that makes individuals smile. Bringing character to life by easy illustration permits the packaging to be functionally distinctive, simple to establish, aesthetically minimal, and, most significantly, emotionally joyful. The whole lot on this system has a goal and helps activate McDonald’s’ model positioning to make scrumptious, feel-good moments simple for everybody.” 

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The long-lasting menu objects housed within the new containers, sleeves, wrappers, and cups additionally function on the skin for simple identification in-store. The traditional purple french fry sleeve is the least touched, although the inside pinstripes get changed with thick yellow stripes. Egg McMuffin wrappers are particularly whimsical, with a yellow yolk sitting in the course of the all-white wrapper. Quarter Pounder and Huge Mac containers depict layered graphic representations of the signature burgers together with oozing cheese. Fillet-O-Fish containers take a special strategy—as a substitute of a fried fish patty, two-toned ocean waves adorn the skin. Typography is similar throughout the vary and is clear and fashionable.

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The brand new system can be rolled out globally as a part of an effort to create a single and cohesive identification in each market McDonald’s operates in. Not solely that, however the brand new packaging ensures that staff will be capable of simply establish the content material of the packaging in order that operations could run effectively, whatever the nation you’re ordering it in.

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“We’re proud to debut this redesigned system,” stated Barbara Yehling, senior director of worldwide menu technique at McDonald’s, in the identical press launch. “Pearlfisher helped to make sure that this redesign modernizes our model, highlights the specialness of our menu, and delivers on our dedication to high quality.”

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