McDonalds
A campaign to promote choosing love
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My role as Sr. Designer was to working with other designers and creatives to produce the illustration, animation, and finalize the packaging design in record time for it to appear in stores at the same time as the TV campaign.
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The Challenge
We were asked to help reignite the “I’m lovin’ it” theme with a fresh look and more focus on lovin’. Our new brand purpose aimed to change the conversation about McDonald’s–our cultural insight told us that it’s rough out there in the world for people, and we wanted to show the world that we stood on the side of lovin’.
Lovin’
To go along with the TV campaign, we created a new, modern, and easy-to-understand design language for McDonald's packaging. Using clever messages and playful icons, the packaging showcased these famous menu items boldly. Print production on this packaging was extremely complex. To keep costs low, we had to test multiple methods for adding more colors without increasing ink numbers or coverage. The design also had to work on current and future paper substrates, include store operational requirements such as color coding, fill and fold lines, and QR codes for nutrition information.
Results—
The packaging was a success! Customers loved it, and we set a new speed record for time to implementation. Previously, any updates to packaging took 12+months to complete, this design was in stores in under 6 months. While this packaging was originally intended to be in store during while the TV campaign was in market, the packaging was so popular that it was reprinted multiple times and used for the next 2 years.
This project taught me about how good design scales. The production restraints gave way to unforeseen design constraints, which lead to lots of creative problem solving to keep the vision in play. I loved every minute of it.
