McDonald's Breakfast

Re-modelling or REVOLUTIONISING? In 2016 the McDonald’s Breakfast menus and marketing materials were an awkward and complex offering. As lead designer on this project I was tasked with re-designing the offering and making the customer journey simpler and easier to navigate. One major problem with the old design was scale of products, their positioning and meal offer pairing. The offering was also considered unauthentic in terms of the photography. My new approach was to create an environment for the menu to sit within and to shoot moving image that stayed true to McDonald’s behind the scene processes.