McDonald’s modernizes restaurant packaging with minimalist representations of menu items

18 Feb 2021 --- McDonald’s is modernizing its restaurant packaging with minimalist graphical representations of corresponding menu items that reduce on-pack messaging. 

Carried out by US-based creative agency Pearlfisher, the simplified clamshell designs depict cool blue waves for the Filet-O-Fish and golden melting cheese on the Quarter Pounder with Cheese. 

The designs also pertain to paper beverage cups, French fries holders and sandwich wrappers.

“There’s a time and a place for on-pack messaging, but for a touchpoint that occurs after the point-of-purchase, there’s an opportunity to extend more of the fun-loving personality of the brand,” Pearlfisher creative director Matt Sia, tells PackagingInsights.

If the brand becomes “buried” by supportive elements and messaging, the presence of a product can’t be brought to life properly, he notes. 

“Nobody likes to be shouted at. There are ways to be bold and true to who you are as a brand without being ‘on the nose’ or literal.”“Staying true to its iconic symbols and simplicity meant we never had to compromise on brand identity or recognition along the way.”

Pinpointing the iconicness
Pearlfisher was briefed to pinpoint the most recognizable and iconic expression of each menu item and present it with easily identifiable and aesthetically minimal illustrations.

The overall goal was to provide a positive emotional experience, which led to an extensive exploration of how to solve the strategic design challenge. 

“We experimented with illustration, crafting thoughtful details and ‘winks’ into each expression to highlight the essence of each menu item,” Sia explains.The new designs bring a sense of “joy and ease” to the brand through bold graphics.

While the Big Mac, Filet-O-Fish and Quarter Pounder with Cheese are McDonald’s staples, the menu varies across the globe. 

“We needed to make sure we set up the world-famous items for success while also giving room for the local items to shine just as bright.”

A McDonald’s spokesperson tells PackagingInsights the move aims to further “unify the branding and create a more consistent customer experience.”

“McDonald’s is also working with Boxer Brand Design and Havi to bring the new packaging – available in 15 languages – to over 39,000 restaurants in 100 countries around the world.”

No compromise on brand recognition
Giving a brand design new life without compromising on brand identity or recognition can be a tricky line to walk. 

“Staying true to its iconic symbols and simplicity meant we never had to compromise on brand identity or recognition along the way,” says Sia.

“Food is a connector,” he concludes. With upward of 60 million touchpoints every day, McDonald’s maintains that “packaging matters.”

By Anni Schleicher