The illustrations were designed to be simple and recognisable Not for the sake of ease, but to best serve customers across 60 million touchpoints every day," he continued. "This is a prime example of less is more.
"The beauty of the system is that it draws on the recognition of iconic equities from McDonald's and their menu through the combination of playful illustrations, modern colours and the product name – nothing more than there needs to be." "Simplicity was such an important motivator for us because of the need to work in different markets and resonate universally," Campbell said. The McFlurry packaging was designed to represent the feeling of eating it Pearlfisher designed the illustrations so that the items can quickly and easily be recognised by customers and those packaging the food, wherever they are in the world.Īlongside the graphics, the simplified packaging will only contain the item's name and the McDonald's M logo. The fries packaging contains an illustration on the inside "For the Filet-O-Fish, there's an obvious illustration choice to use a fish, waves were actually the most playful way to bring the sandwich to mind," he continued. Related story Burger King reveals simplified logo as part of first rebrand in 20 years "For some items, the most fun aspects are the ingredients that make them – and for other items, it's the way they make us feel." "Crucially, these aren't literal interpretations of the menu across the entire system," said Campbell.
Each item's illustration is a direct interpretation of the food The Cheeseburger wrapper now has a single, dripping yellow line across it to represent cheese, the Egg McMuffin a single yellow circle to indicate a yolk, while the Fillet-O-Fish is covered with turquoise waves. The Fillet-O-Fish graphicįor some products, like the Big Mac, Pearlfisher created an illustration that is a direct interpretation of the food, while other graphics were informed by the item's most significant ingredients. "Anchored and inspired by the Golden Arches, each and every menu item is given the opportunity to appear as its best self: telegraphic, bold, and simple," he continued.
"We strategically looked for the most direct way to communicate a playful and immediate expression of the product," explained Campbell. Pearlfisher worked with McDonald's to develop recognisable graphics that easily communicate what menu item the packaging contains.