A new look for a classic brand

Adweek discusses McDonald’s packaging revamp, which has already rolled out in Australia, New Zealand, and the Pacific and will be introduced around the world over the next two years.

The executive creative director at Pearlfisher, which led the redesign, says the goal was to create a design scheme that communicated joy, no matter where in the world you see the packaging.

The results are simple, but very fun and playful, and incorporate the unique elements of each product. For example, the Egg McMuffin wrapper looks like an egg. The cheeseburger wrapper features stylized dripping cheese.

The mood of the packaging seems to fit the brand image quite well and attaches emotional meaning to what otherwise could be a mundane and disposable (literally) aspect of the brand experience.