Branding agency Pearlfisher has redesigned the packaging at fast-food chain McDonald's to incorporate illustrations of the restaurant's classic menu items.
Set to be introduced across all of its global restaurants, the revamped packaging was designed to reflect the "innate joy of the McDonald's".
Each item will now be served in packaging that contains a bright and simple graphic design representing the food inside.
The Big Mac graphic
Pearlfisher worked with McDonald's to develop recognisable graphics that easily communicate what menu item the packaging contains.
"We strategically looked for the most direct way to communicate a playful and immediate expression of the product," explained Campbell.
"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.
"The development of the new packaging design took place in parallel with the brand refresh," said Campbell.
"From new product innovations to the way we order, the experience of enjoying meals at McDonald's is evolving," he continued.
"We wanted the brand personality to also be driven through the packaging ? the smile brought on by sharing, enjoying a McDonald's meal. Now, the redesigned packaging and identity carry the same iconic, joyful energy as the brand itself as McDonald's looks to the future."
Rival fast-food chain Burger King also recently updat...