Will Mc Don­ald’s suc­cess be in the bag?

ArabAd - - BRANDING -

In an ef­fort to re­vamp the Mcdon­ald's brand in the face of in­creas­ing health con­cerns, slump­ing sales and ris­ing com­pe­ti­tion, the clown-like red, yel­low and white pack­ag­ing of the renowned burger chain is be­ing dropped, yet the golden arches re­main. The new de­sign--bold colours on brown pa­per bags-- is clean, at­ten­tion­grab­bing with a ty­pog­ra­phy ar­ranged in un­usual sizes. The sin­gle word "Mcdon­ald's," for in­stance, is bro­ken into three dis­tinct el­e­ments— "MCD," "on" and "ald's" — while the iconic golden aches sym­bol is now su­per­sized and wrapped around two sides of bags. All in all, the look and feel is more mod­ern and stylised, as it is ob­vi­ously in­tended to win over mil­len­ni­als. The makeover marks the first time in more than a decade that Mcdon­ald's food pack­ag­ing has not been white, with the brown pa­per bags and boxes im­ply­ing a more or­ganic, en­vi­ron­men­tal­lyfriendly prod­uct. A lot sim­pler and less clut­tered than they used to be, "The new look is sim­ple, fresh and con­sis­tent with our vi­sion to be a mod­ern and pro­gres­sive burger com­pany," a Mcdon­ald's spokesper­son said.

Re­designs and tweaks typ­i­cally come ev­ery few years to keep the stuff cur­rent and aligned with what­ever mar­ket­ing cam­paigns are be­ing waged, but it seems that the fast food chain is keen on mod­ernising its im­age.

Chief ex­ec­u­tive who took the helm at Mcdon­ald's last year, has made it his mis­sion to re­vi­talise the 75-yearold com­pany.

Plans to re­vamp the graph­ics be­gan in Jan­uary 2015. Mcdon­ald's in­vited 15 de­sign­ers from eight global agen­cies (TBWA U.S., DDB Hong Kong, Leo Bur­nett Ger­many, Forpeo­ple United King­dom, Lan­dini Aus­tralia and Creata Aus­tralia) to an of­fice in Lon­don to work on the pack­ag­ing. Af­ter agree­ing on the core idea, Mcdon­ald's worked with the Chicago-based firm Boxer Brand De­sign to re­fine the de­sign and ap­ply it across all the pack­ag­ing port­fo­lio.

The new-look pack­ag­ing is cur­rently be­ing rolled out across the US and will spread to global lo­ca­tions through­out 2016. "The pack­ag­ing is in­tended to cre­ate no­tice­able change for our cus­tomers and I'm hop­ing it makes them feel bet­ter about their choice of go­ing to Mcdon­ald's," says Se­nior Di­rec­tor of Global Brand De­vel­op­ment at Mcdon­ald's. Will it in­deed make us feel bet­ter about eat­ing the greasy-juicy burg­ers? Well, time will tell if suc­cess be all in the bag.

Newspapers in English

Newspapers from Bahrain

© PressReader. All rights reserved.