McDonald’s Simplifies Look With Packaging Revamp

The brand unveiled a new, modern appearance with minimalistic illustrations and graphics.

February 22, 2021

CHICAGO—McDonald’s has simplified its brand with a global packaging redesign, Ad Week reports. The new look, which was revealed last week, brings a cohesive and modernized look to the iconic Golden Arches.

Design agency Pearlfisher has been working on the packaging revamp since 2016. The showpiece of the redo is a “single visual framework” that brings a “modern expression” for the brand as well as “evolving brand perception along the way,” the agency said.

McDonald’s will begin rolling out the new packaging around the world in the next two years. Australia, New Zealand and the Pacific Islands restaurants already have the updated packaging. Hamish Campbell, vice president and executive creative director at Pearlfisher, said the redesign was prompted by changes at McDonald’s, including smart kiosks, online ordering and menu innovations.

“After several years involving a deep dive into consumer desires and McDonald’s own plan for growth, we modernized the McDonald’s meal experience through the global package design. The packaging redesign is part of a broader brand evolution,” Campbell said.

“What we created is a system led by thoughtful, colorful graphic expressions of every menu item. We finalized the design of global menu items, along with a guide for global rollout and adaptation for local menu items in 2019. The packaging began to roll out late last year.”

Campbell pointed out the packaging was designed with future growth in mind. “The full family of products look confident and simple now, but it’s because a lot of thought and consideration went into stripping each item to its purest, most personable form. It encompasses McDonald’s menu and leaves room for new innovations yet to come,” he said.