McDonald’s has just rolled out new packaging. It’s simple and bold, with big type and vibrant shades of purple, orange and magenta that push the company’s color palette beyond the traditional red and gold.
It’s part of a comprehensive effort by new CEO Steve Easterbrook to transform the Golden Arches into a “modern, progressive burger company.” The company is also in the process of revamping its menu offerings and other aspects of the in-store experience.
The packaging re-design was a team effort by several designers who were handpicked from several of McDonald’s agencies worldwide—an unusual approach for such a high profile branding assignment.
Definitely more contemporary in its approach, the new cups and bags feature the Golden Arches prominently as well as the slogan “I’m lovin’ it.” The stated goal was to make every item a “billboard for the brand.”
Will the new packaging help reverse McDonald’s recent sales slide? Who knows? As we’ve discussed in previous blogs, packaging and the in-store experience definitely have an influence on how consumers perceive a brand.
It will be interesting to see how it all plays out.
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Photo Credit: McDonald’s 2016