McDonalds unveils redesigned packaging for its food

Pearlfisher
Pearlfisher

McDonalds has revealed new designs for its food packaging – expect to see your familiar favourites with a completely new look! The fast food giant partnered with creative agency Pearlfisher to create a refreshed look for its food packaging, which favours bold, clean graphics.

Pearlfisher
Pearlfisher

“From the cool blue waves on the Filet-O-Fish® clamshell to the golden, melting cheese on the Quarter Pounder® with Cheese, the packaging makes for an expressive, visual system. Each wrapper, clamshell and pack is identifiable, joyful and simple.”

The packaging reflects iconic items from its menu, such as the Big Mac and Filet-O-Fish, which are instantly recognisable by the simple graphics:

 

 

McDonalds Redesigned Packaging - Pearlfisher
Pearlfisher
McDonalds Redesigned Packaging - Pearlfisher
Pearlfisher

 

McDonalds Redesigned Packaging - Pearlfisher
Pearlfisher

The redesign has been in the works for a few years, with the partnership beginning in end-2016, and the refreshed packaging rolling out late last year.

This will mark the second refreshing of food packaging by a fast food brand, following Burger King’s rollout of its retro-inspired rebranding earlier this year.

In an interview with Adweek, Pearlfisher shared that the modernised redesign was led by the desire to “foster a feel-good experience that works around the world”, adding that “no matter the region or language, we wanted the packaging design to communicate joyful moments while being immediate and universal.”

McDonalds Redesigned Packaging - Pearlfisher
Pearlfisher

The new designs will be coming to stores worldwide, so keep a lookout!

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