fbpx

This website is best viewed in portrait mode.

McDonald’s Playful Packaging Makeover.

15.3.2021

Opinion Piece

It seemed only yesteryear since McDonald’s embraced a minimalist makeover in their branding and packaging outlook, phasing their bags, cups, and boxes into the ’less-is-more’ territory and adopting a more refined, fashionable, type-driven design.  (Shout out to Helvetica, the typeface that refuses to go away!)

But now nearly 5 years on, McDonald’s decided to look at their global packaging once again, but this time inject a little fun into their offer.  Thankfully ‘fun’ doesn’t come at the price of a Ronald McDonald revival, but more in the form of a bold and playful amplification of the hero ingredients from the McDonald’s iconic menu.

The simple and considered illustrations find the perfect balance between playful and modernity for the brand, offering personality and ease in the noisy fast-food category. This results in a minimal and joyful delivery with the fresh and feel-good design, reflecting the brand’s use of fresh ingredients. McDonald’s isn’t the only Burger and Fries giant to show off a new look with a similar approach this year. Fast food foes Burger King have just gone through their own whopper rebrand, embracing the power of nostalgia to enrich a classic outlook.

Both have approached the task somewhat similarly in showcasing their interpretation of playful ingredient illustrations and giving the packaging a colourful personality. It certainly makes the case that there is a hunger for happy and fun, feel-good design within fast food packaging and brand communications to help reinforce a positive purchase decision for customers to make them feel good about their food.

Say all you want about the flaws of fast food, but as far as the branding and packaging design goes, we’re lovin’ it.

Discuss your brand creative challenges with Mynt.

Photos.

Share This

What's Happening at Mynt

15.2.2021

OOH Advertising

At the beginning of the new year, Britain’s favourite Nature Documentarian, David...

Read More

19.1.2021

Retail 2021

Retail Focus asked our Marketing Manager, Ollie Patterson for a few thoughts...

Read More
UK Disneyland Reveals Plans

24.9.2020

Design Interns

Are you an aspiring graphic designer and/or animator? We’re looking for talented...

Read More
Creative News - Selfridges re-invents retail
Creative News - Currys PC World Rebrand
Back to Latest

Reach out to Mynt UK

720 Uppingham Road,
Bushby, Leicester,
LE7 9RN, UK

+44 (0)1664 423 110
info@mynt.co.uk

Reach out to Mynt EU

4 Kellyville Park,
Portlaoise,
Co. Laois, Republic of Ireland

+353 1695 0391
info@mynt.ie

Mynterest

Sign up for our Newsletter for the latest happening at Mynt.