McDonald’s product packaging system is being renewed thanks to a collaboration between the creative agency Pearlfisher and the fast-food chain.
The biggest fast-food chains seem to have woken up from their long winter slumber, as nowadays we’re hearing about rebrandings and visual renewals one after the other. Not long ago, Burger King made steps in this field, and now McDonald’s has unveiled their packaging designs to be introduced in the future. The illustrations on the packaging plans reflect McDonald’s new visual guidelines with sensual graphics conveying a sense of happiness and ease. According to the design agency, their goal was to create illustrations that assign visuals to the emotional world of each item in the product range.