McDonald's launches "striking and in-your-face" packaging designed by Boxer

| 21 comments

McDonald's is rolling out simplified new packaging, designed by branding agency Boxer to function as a "mobile billboard" for the fast-food giant (+ slideshow).

McDonalds 2016 rebrand

The updated carry-out bags, fountain beverage cups and sandwich boxes are launching in the US this month, and will be introduced in over 36,000 McDonald's branches throughout 2016.

McDonalds 2016 rebrand

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 new look is simple, fresh and consistent with the company's vision to be a modern and progressive burger company," said a statement from McDonald's.

McDonalds 2016 rebrand

"Every day 69 million customers visit McDonald's around the world and this new packaging will be a noticeable change," added Matt Biespiel, senior director of global marketing.

McDonalds 2016 rebrand

For the rebrand, McDonald's worked with a team of designers plucked from its various consultancies, including Leo Burnett, TBWA, DDB Hong Kong, Creata and Landini, Forpeople, and Boxer.

Boxer then developed the ideas at its UK office, then passed over the project to its outpost in Chicago.

McDonalds 2016 rebrand

"It's a new direction for the brand, which is being modernised and made more progressive; the new packaging strategically indicates that," said Boxer's chief creative officer Paul Castledine. "Because it's dynamic and simple, the packaging almost acts as a mobile billboard."



"They've had quite a tough time but so many people love the brand, we've seen that through our research," he continued. "This has meant that we can be playful with the type and the design. It's very striking and in-your-face because people love these products."

McDonalds 2016 rebrand

To coincide with the release, two students from Miami International University of Art and Design were asked to create fashion accessories using the packaging.

Current student Pablo Machado and recent graduate Ricardo Hardouin were given 48 hours to produce the items.

McDonalds 2016 rebrand

The duo used 50 bags, 72 straws, 22 cups and eight sandwich boxes, along with rhinestones and pearls, to create the collection that includes a sun hat, a pair of straw-spiked shoes, four handbags, and a backpack.

McDonalds 2016 rebrand

The project followed a collaboration between McDonald's and the institution during the Funkshion Fashion Week in Miami Beach last November, for which a group of students completed a similar task.

McDonalds 2016 rebrand

McDonald's has committed to sourcing 100 per cent of all its fibre-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," Biespiel said.

McDonalds 2016 rebrand

In December 2015, McDonald's piloted a new take on its restaurant interiors at a Hong Kong branch, which features concrete tables and atmospheric lighting.

McDonalds 2016 rebrand

Previous overhauls of its branches include Patrick Norguet's rethink of outposts across France and Mei Architects' golden restaurant in Rotterdam.

  • mik

    Who cares?

    • FurnFixEquip

      Seconded.

  • Concerned Citizen

    Where is the bold part, the in-your-face part?

  • Jeroen van Lith

    This is not going to help their falling sales.

  • 8mismo

    If only they put so much effort into their burgers themselves.

  • Ew. I prefer every other decade. The shoe/fashion angle is awful.

  • James Tarry

    Looks good, shame it still tastes like McDonald’s though.

  • Yet again McDonald’s fail to tackle their litter problem with their graphics.

  • Joey Teehan

    Eat-in food shouldn’t have packaging. A box for a burger. A box for fries. A bag to hold it in. A plastic straw. Plastic cutlery. For what? A five minute meal?

    • Andy

      How should the food be served then?

      • SteveLeo

        Through pneumatic tubes in the ceiling directly into mouths.

  • livid lili

    I guess I’m alone, but I really like the big bold font and the use of purple! It looks great against the recycled paper.

    • Nate

      All that is brown is not always recycled…

      • livid lili

        Ha! True. Anyway, I still like it. This is supposed to be a design website but everyone on here is bitching about the food.

  • Julia

    The designs are great but I’m not sure people want cheap and cheerful food that is undoubtedly unhealthy so much nowadays.

    The company have lots of competitors offering good-quality meals. They should work harder in that area rather than pretty marketing.

    • Andy

      So what you’re saying is that there is only room for one type of food in the world, “healthy”, that you happen to approve of?

      McDonald’s have tried that before by introducing lots of salads and there were few takers. And anyway, what’s your definition of quality?

  • Olav

    At least the company is moving towards recycled packaging!

  • Bitter_pill

    Strange but the last time I went to McDonald’s I didn’t see anyone as attractive as her eating there.

  • Paul

    The company has dipping sales, so they redesign the packaging. Who cares about the packaging. How many times do you look at a food wrapper, paper cup, or paper bag and say: WOW! The design printed on this cup, wrapper, paper bag is really cool, trendy, modern, really pops?

    Even if you do it only lasts a few minutes and then it’s tossed in the trash or chucked out of the window of your car to litter the natural areas along our streets and highways; you aren’t going to hang onto it until you get home to frame it and hang it on the wall.

    The real reason for the drop in sales is the food. McDonald’s needs to get back to the basics. They need to quit trying to offer so many options, most stores don’t have the staff required for so many options. And they need bring up the quality of the food; bad food is bad food no matter how well you try to dress it up.

    Treating the packaging like it’s high fashion doesn’t do anything for the brand or the dropping food sales either. Who thinks they are styling it up with a backpack made of straws and paper bag? Or dressing up for a night on the town wearing a gown and holding a purse made of paper cups? Just plain ridiculous.

    I wouldn’t wear anything with McDonald’s printed on it… unless it were a shirt with the saying “Good riddance, McDonald’s” or “R.I.P. McDonald’s”; unless they cleaned up its act with its food, pared down the menu, got-quality ingredients, and got back to making a quality burger, shakes made with real ice cream, etc…

  • Yeah, what they really need is a plain-brown rapper.

  • Lance Pillay

    Name of model please?