Will Mc Donald’s success be in the bag?
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.