Starting this month, McDonald’s restaurant in the United States will introduce new carry-out bags, fountain beverage cups and sandwich boxes designed by branding agency Boxer. The new look is simple, fresh and consistent with the company’s vision to be a modern and progressive burger company.
Bold typography in bright colours is used to cover surfaces of the paper and card containers, paired with the company’s iconic golden arches logo.
“The packaging is intended to create noticeable change for our customers and I’m hoping it makes them feel better about their choice of going to McDonald’s,” says Matt Biespiel, Senior Director of Global Brand Development at McDonald’s. “Unlike other [branding] categories, you receive packaging after you’ve already made the purchase. The thought for me is, this is about reinforcing the purchase decision—having people feel good about walking down the street holding our bag.”
“Every day 69 million customers visit McDonald’s around the world and this new packaging will be a noticeable change,” added Biespiel.
As part of the new packaging launch, two students from the design school were selected to create one-of-a-kind accessories using the new packaging. Current student Pablo Machado and recent graduate Ricardo Hardouin were given 48 hours to create fashionable items to complement any wardrobe. The dynamic duo channeled their creativity to create an assortment of must-have accessories for McDonald’s by using 50 bags, 72 straws, 22 cups, eight sandwich boxes along with some bling, including rhinestones and pearls. The collection includes a sun hat that is brimming with style, a pair of straw-spiked shoes, four handbags that can hold a Big Mac or a lipstick, and a backpack that is perfect for a hands-free, active look.
Not only is the packaging fun and modern, it also means something to McDonald’s customers. The company has committed to sourcing 100% of all fiber-based packaging from recycled or certified sources by 2020. “We’re proud of the progress we’ve made and initiatives like this are important to our customers who care about the planet,” continued Biespiel.
The new packaging rollout will expand worldwide to 36,000+ restaurants throughout 2016.
all images courtesy of McDonald’s