McDonald’s Packaging Redesign
McDonald’s is rolling out their new packaging internationally, designed by their long-term partners Chicago and UK-based design agency Boxer.
Initially introduced in the US in January, the new graphic design for their fountain beverage cups and carry-out bags will now be rolled out globally and translated into 18 languages.
For over 30 years, the fast food giant has provided nutritional information for its customers, and the latest packaging aims to communicate this along with brand stories in a modern and engaging manner.
“The handmade design language has been crafted to feel personal and playful,” according to the press release.
Boxer’s chief creative officer, Paul Castledine, describes the latest design as a “visual journey” into all the enjoyable aspects of a McDonalds meal.
McDonalds Packaging Redesign Unveiled
As a decade long partner of the fast food chain, Castledine says the firm are proud to participate in telling McDonald’s story.
Along with an attractive new design, the packaging also features QR codes that provide customers with an easy and contemporary way to access important nutritional information from their mobile devices.
McDonald’s Chief Brand Officer, Kevin Newell, says McDonald’s wants to keep their communication relevant, and using QR codes puts nutritional information right at people’s fingertips.
This was supported by their Global Advisory Council, who emphasized the importance of providing customers with access to this information.
Along with their digital platforms to provide this information, it can still be found on tray liners, in brochures and in menu boards in-restaurant.
The packaging will continue to roll out internationally throughout the remainder of 2013.
In the meantime, McDonald’s are continuing their long record of sustainability. Almost 80 percent of the firm’s consumer packaging is derived from renewable wood-fiber or paper materials, in most of their markets worldwide.
Last month, Packaging International reported on the food service retailer’s Augmented Reality App, McMission, which was designed to bring consumers close to the brand’s central sustainability aspects.
McDonald’s has over 34,000 restaurants in 119 countries, serving 69 million customers every day.
