McDonald’s recently rebranded its coffee cups by adding truncated Golden Arches to its

McCafé packaging. So, we took the opportunity to remind people that McDonald’s is the

destination of choice for starting the day off right.

With a $30,000 budget, we had to produce four visuals depicting morning scenes where

McCafé adds some light and liveliness to coffee lovers’ daily routine.

As we were introducing the new look and feel of the McCafé brand, it was crucial to

emphasize that beneath the fresh exterior, our unwavering commitment to quality,

affordability and taste remains a constant.

Each visual portrays McCafé customers in regular, everyday situations. Thanks to the

sunrise, a ray of light shines down on these scenes, demonstrating how McCafé

brightens up the morning. This sunbeam also evokes the iconic Golden Arches from the

McDonald’s logo and adds some morning magic to customers’ experience.

On top of showcasing McCafé’s complete offering, we took this opportunity to bring the

new brand image to life. Each scene shows how the beverages address different needs,

all while highlighting the colours and graphic elements of the new packaging.

Four different morning scenes come vividly to life: two construction workers on a job

site, a businessman walking to his downtown office, a couple walking their dog, and a

student waiting for the train to get to school.