After the pandemic, the food delivery category was booming with more restaurants popping up to make competition fiercer than ever. With so many options and so much noise in the category, McDonald’s needed to stand out as a category of one.

McDonald’s UK wanted to build fame and relevance through iconic design and its core menu offering. Over the past 3 years, the brand has been praised for bold minimalist work such as ‘Iconic Stacks’ and ‘Lights On’ and wanted to continue this trend with an emphasis on the McDelivery.

To do this, we turned to our iconic core menu items as a reminder that there’s nothing quite like a McDelivery.

To embody the joy of eating your McDonald’s favourites from any location, we created a series of minimalist illustrations that showcased iconic menu items in graphic detail, with one element of the product changed to represent the recognisable McDelivery pin – illustrating how you can get McDonald’s delivered to exactly where you are.

No logo, no brand colours - just confidence in the simplicity of the message and instant recognisability of McDonald’s iconic products.

Digital vector illustrations were the medium chosen to bring this idea to life, leaning into the simplicity and minimalism the format offered in creating a stripped back and intriguing visual.