Boxer Develops New McDonald's Packs

Mary Dillon, McDonald's chief marketing officer, said: "Our new packaging is a fresh way of sharing our food quality story with our customers. The more people know about our food the more they'll love it."

31/10/08 Design agency Boxer has developed McDonald's new generation of packaging which will be launched globally at the start of November.

The packaging uses a blend of bold text and powerful images to illustrate the quality ingredients and food prepared by the fast food chain.

The packs will be consistent around the world, but are flexible enough to accommodate 21 languages.

Mary Dillon, McDonald's chief marketing officer, said: "Our new packaging is a fresh way of sharing our food quality story with our customers. The more people know about our food the more they'll love it."

The packaging will be introduced first in the UK, Ireland and the US and will continue to be rolled out by 2010.

Boxer also worked on the original "I'm lovin' it" and Global Cast Call packaging designs for McDonald's.