McDonald’s has unveiled new packaging designs created by Pearlfisher, which will soon be launched worldwide.
The creative agency made use of simple yet bold graphics to illustrate the signature menu instead of following prominent on-pack messaging.
Described by Pearlfisher as a bold graphics system that aims to “bring a sense of joy and ease”, the design served to simplify and modernise the packaging of the fast-food company’s boxed and wrapped products.
The packaging designs include cool blue waves on the Filet-O-Fish clamshell and golden melting cheese on the Quarter Pounder with Cheese.
“Our task was finding out what was really special about each menu item to design a system that would make it easy for others to do the same,” Matt Sia, creative director at Pearlfisher, said.
“There’s beauty in the simplicity of McDonald’s’ iconic menu items. We aimed to find the most special, recognisable and iconic expression of each – celebrating them in a way that makes people smile.”
On the Big Mac sandwich box, layers of the burger are captured in a cartoon-style cross-section, while the McMuffin wrapper now has a large yellow yolk in the middle of a crinkly white background.
The cardboard sleeves which McDonald’s uses to serve fries keeps its distinctive shape but now has the addition of a row of fries painted on the inside.
News of the new design was revealed by Pearlfisher to various online design magazines, including Designboom, the UK’s Creative Review, Designweek and Creative Bloq.