McDonald’s global packaging system

McDonald's Redesigned Packaging System

Pearlfisher partnered with fast-food giant McDonald’s to redesign their global packaging system. The playful new design moves away from prominent on-pack messaging, it brings a sense of joy and ease to the brand through bold graphics.

McDonald's simple system of joyful graphics
McDonald's Quarter Pounder with Cheese packaging

Given the scale of their target audience around the world, the packaging makes for an expressive, visual system. The graphics are easily identifiable, joyful, and simple, making them recognisable no matter where you are from.

Hand grabbing an Egg McMuffin amongst other McDonald's food items and packaging