To put it simply, we had to ‘change the way the world feels about eating McDonald’s food’. No mean feat!The brief was to use packaging to enhance the real quality perceptions of the food in order to give a strong signal of McDonald’s food passion. We had to create a modern brand packaging identity that built a relationship with consumers.

boxer and McDonald’s conducted extensive consumer research that helped to inform the design direction of the McDonald’s next generation packaging; this developmental work ensured that the messages being delivered connected with consumers at a local level and elevated perceptions of the brand. This lead boxer to create a global packaging design system that used bold headlines and engaging stories and/or shots of ingredients and utensils to reassure and educate consumers and tell a consistent food story across each and every pack, both with or without words.

Our packaging is the only consistent brand message delivery vehicle in the McDonald’s system. The designs work across 118 countries with 22 language variants and solves challenges such as non-language restrictions, printing in 1, 3 and 5 colour options and embraces menu and cultural differences around the world. The packaging incorporates global brand consistency with the flexibility to customize to create local relevance. N.B As the global packaging is just starting to roll out it is too soon to fully assess customer reactions, however, initial feedback has shown global praise from both customers and client.