We wanted to create something fresh, modern and most importantly simple. The new designs use clever messaging and playful icons to reflect some of their famous and loved core menu items, like Big Mac, Quarter Pounder, and Fries.

The new design system had to work within the existing production cost structure. Slight changes to something as simple as ink coverage would have significant impact due to the mass volume being produced. Therefore we had to test several half tone color overprinting techniques to introduce additional colors while adhering to the maximum color requirements. The final design solution needed to work on existing and future paper substrates as McDonald's continues to introduce higher recycled paper content packaging to world. The new packaging elements also needed to incorporate existing operational mandatories such as color coding, fill and fold lines and QR codes for additional nutrition information.

Packaging was an integral part in the overall brand refresh. Together with revolutionary and emotional creative in TV, radio and print, we managed to get the world talking about McDonald's in a way the brand was never spoken about before. Consumer engagement rose 300% and customers took to social media, interacting with our packaging in run and unique ways.