Design > Packaging Design
ORIGINALS
TBWA\PARIS, Boulogne-Billancourt / MCDONALD'S / 2016
Awards:
Overview
Credits
Overview
CampaignDescription
With this success at our fingertips, we decided to go a step further: What if we created a place dedicated to those icons?
For the very first time in McDonald’s history, an advertising campaign led to the creation of a new restaurant concept: Originals.
A place dedicated to McDonald’s icons that offers consumers a unique experience. Capitalizing on the strength of its icons, all the merchandising design and communication tools have been stripped down. Just like in the campaign, products are only represented by their pictograms. Pictograms are so strong that the McDonald’s logo is not even necessary.
With packaging, and bags, the McDonald’s icons lived on, outside of the restaurant.
Execution
One credo: Make it consistent.
As for the design of the restaurant, pictograms are the only illustration on the packaging.
Packaging is stripped of any food pictures.
This led to the creation of a very impactful range that creates a unique language:
- with immediate recognition for crew members in the kitchen
- and very fun for customers
Outcome
The concept has been a success:
- Satisfaction rate: 8,1 points
- 94% of re-visit intention
- Would recommend Originals: 92%
- Great design experience: 8,6 points
The Originals concept has been confirmed as the new compact format of McDonald’s restaurant for urban implementation. About 10 new restaurants will open their doors in 2016.
Strategy
This restaurant concept confirms McDonald’s leadership, in an increasingly competitive market. It led to rejuvenating the brand image thanks to this restaurant, modelled on the campaign: Iconic, simple and modern.
Synopsis
In 2014, to emphasize the iconic character of their core products, McDonald’s created a universal language, through the campaign: Originals.
This campaign became a pop cultural event in France and even enriched the iconic dimension of McDonald’s core products.
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