Putting the McDonald's brand into the hands of 70 million customers a day.
Our challenge was to use packaging to challenge perceptions of the quality of McDonald's food in the 119 countries that they operate in. To speak with an engaging and coherent brand voice, whilst allowing for local and cultural relevance.
We created a unique design, that celebrates the love of McDonald’s food and reassures both devotees and doubters – busting myths about the quality and provenance of ingredients through the perfect balance of written facts and playful visual language. We created a Global Design System that ensured brand coherence and allowed for local flexibility. Added benefits included online inspirelines, visual asset library and a visual language that could be used across multiple touch points.
This was the first truly global packaging execution in McDonald’s history – 1500 unique packaging designs, 39 cultural variants, delivered on time and under budget with 0% stock wastage. The online library facilitated use of the visual assets across everything from restaurant interiors, uniforms, trucks and point of sale material. But most importantly, McDonald’s own ‘”Good Quality Food” score in Europe saw a 37 index point rise – and the new designs create 60 billion brand impressions a year!