{"id":6342,"date":"2016-02-19T11:42:50","date_gmt":"2016-02-19T11:42:50","guid":{"rendered":"https:\/\/www.designmantic.com\/blog\/?p=6342"},"modified":"2023-09-08T13:02:56","modified_gmt":"2023-09-08T13:02:56","slug":"mcdonalds-packaging-goes-gaga","status":"publish","type":"post","link":"https:\/\/www.designmantic.com\/blog\/mcdonalds-packaging-goes-gaga\/","title":{"rendered":"McDonald\u2019s Goes Gaga With The New Packaging!"},"content":{"rendered":"<p>Branding needs to be done  smartly and by focusing all the elements which might have the slightest  possibility to backfire. For a prestigious brand, it is very crucial to come  out with a branding fix or change because people are used to of the previous branding  of the brand. Previously we discussed about <a href=\"https:\/\/www.designmantic.com\/blog\/logo-redesign-at-bbc-three\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>logo  redesigning of BBC 3<\/strong><\/a>, recently under the CEO-ship of Steve  Easterbrook, McDonald\u2019s branding transformed. This transformation of branding  is based on a few pointers, if we look at it from a distance; the main features are:<\/p>\n<div style=\"margin-top:40px; margin-bottom:40px;\" align=\"center\"><a href=\"https:\/\/www.designmantic.com\/logos\/search?utm_source=mcdonalds-packaging-goes-gaga&amp;utm_medium=topbutton&amp;utm_campaign=ctatracking\" target=\"_blank\" class=\"cta-button\" rel=\"noopener noreferrer\">Professional Business Logo Maker<\/a><\/div>\n<ul style=\"margin-left:20px;\">\n<li>Bold<\/li>\n<li>Cleaner<\/li>\n<li>Simplistic<\/li>\n<\/ul>\n<p align=\"center\"><a href=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/02\/1.jpg\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/02\/1.jpg\" alt=\"McDonald\u2019s Packaging Rebranded\" class=\"alignnone pinthis wp-image-6347\" width=\"600\" height=\"\" srcset=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/02\/1.jpg 1000w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/02\/1-300x260.jpg 300w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/02\/1-768x666.jpg 768w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/02\/1-346x300.jpg 346w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/a><br \/>\nImage Source: McDonald\u2019s<\/p>\n<p align=\"center\"><a href=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/02\/2.jpg\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/02\/2.jpg\" alt=\"McDonald\u2019s Packaging Rebranded\" class=\"alignnone pinthis wp-image-6347\" width=\"600\" height=\"\"><\/a><br \/>\nImage Source: McDonald\u2019s<\/p>\n<div style=\"background:#fff; padding:10px; margin-bottom:10px;\">Let\u2019s see what perspectives different people have based on this branding transformation. Our panelist include:<\/p>\n<ul style=\"margin-left:30px;\">\n<li><span style=\"color:#bf174a\"><strong>Matt Biespiel<\/strong><\/span>, McDonald&#8217;s senior director of global brand development<\/li>\n<li><span style=\"color:#bf174a\"><strong>Diana Budds<\/strong><\/span>, New York based Senior Editor at Co.Design<\/li>\n<li><span style=\"color:#bf174a\"><strong>Scott Rothbort<\/strong><\/span>, chief market strategist for the Stillman School of Business at Seton Hall University<\/li>\n<li><span style=\"color:#bf174a\"><strong>Armin Vit &amp; Bryony Gomez-Palacio<\/strong><\/span>, Co-Founders Under Consideration LLC<\/li>\n<\/ul>\n<\/div>\n<p align=\"center\"><a href=\"https:\/\/twitter.com\/biespiel\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/02\/Matt-Biespiel.jpg\" alt=\"Matt Biespiel\" title=\"Matt Biespiel\" class=\"alignnone wp-image-4050\" width=\"700\" height=\"\"><\/a><\/p>\n<h3>Advocacy Of The Packaging<\/h3>\n<p>In order to support and give  insight about the branding transformation of McDonald\u2019s packaging, the senior  director of global brand development of McDonald\u2019s, <a href=\"https:\/\/twitter.com\/biespiel\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"><strong>Mr. Matt Biespiel<\/strong><\/a> says<\/p>\n<blockquote><p>&#8220;The  modified packaging is part of an effort to get a consistent brand experience in  stores, drive-thrus, kiosks and on McDonald&#8217;s mobile app. The world is coming  at people at a faster and faster pace; the packaging has to be simple, it has  to be iconic and it has to be true to what the brand is. It is really looking  and feeling modern, feeling progressive.&#8221;<\/p><\/blockquote>\n<p align=\"center\"><a href=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/02\/3.jpg\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/02\/3.jpg\" alt=\"McDonald\u2019s Packaging Rebranded\" class=\"alignnone pinthis wp-image-6347\" width=\"600\" height=\"\"><\/a><br \/>\nImage Source: McDonald\u2019s<\/p>\n<p align=\"center\"><a href=\"https:\/\/www.linkedin.com\/in\/diana-budds-8637607b\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/02\/Diana-Budds.jpg\" alt=\"Diana Budds\" title=\"Diana Budds\" class=\"alignnone wp-image-4050\" width=\"700\" height=\"\"><\/a><\/p>\n<h3>Analysis Of McDonald\u2019s New Packaging Style<\/h3>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/diana-budds-8637607b\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"><strong>Diana Budds<\/strong><\/a>,  the senior editor of Co. Design shares her findings and opinion on McDonald\u2019s  branding modification as<\/p>\n<blockquote><p>&#8220;In October 2015,&nbsp;McDonald&#8217;s  posted the first rise in sales in two years&nbsp;(a  meager 0.9% in the US and 4% worldwide for same-store sales) and its&nbsp;stock value is on the uptick. The new  packaging design is modern, legible, and certainly more refined than its  cacophonous predecessor. It will scale well with McDonald&#8217;s new initiatives.  But it may be like putting lipstick&nbsp;on  a pig.&#8221;<\/p><\/blockquote>\n<p>She also tweeted:<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">For 2016, McDonald&#8217;s put it packaging graphics on a diet: <a href=\"https:\/\/t.co\/onCuV1K2zQ\">https:\/\/t.co\/onCuV1K2zQ<\/a> via <a href=\"https:\/\/twitter.com\/FastCoDesign\">@FastCoDesign<\/a> <a href=\"https:\/\/t.co\/dIfJSuSfHa\">pic.twitter.com\/dIfJSuSfHa<\/a><\/p>\n<p>\u2014 Diana Budds (@DianaBudds) <a href=\"https:\/\/twitter.com\/DianaBudds\/status\/685107033348124673\">January 7, 2016<\/a><\/p><\/blockquote>\n<p>The colors used in the new  packaging include usual yellow and red along with Zesty Lime, Optimistic  Orange, Passionate Purple, Ocean Fresh Blue, and Magical Magenta.<\/p>\n<p align=\"center\"><a href=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/02\/4.jpg\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/02\/4.jpg\" alt=\"McDonald\u2019s Packaging Rebranded\" class=\"alignnone pinthis wp-image-6347\" width=\"600\" height=\"\"><\/a><br \/>\nImage Source: McDonald\u2019s<\/p>\n<p align=\"center\"><a href=\"https:\/\/www.linkedin.com\/in\/scott-rothbort-1064362\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" class=\"broken_link\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/02\/Scott-Rothbort.jpg\" alt=\"Scott Rothbort\" title=\"Scott Rothbort\" class=\"alignnone wp-image-4050\" width=\"700\" height=\"\"><\/a><\/p>\n<h3>A Piece Of Instruction For Team Mcdonald\u2019s<\/h3>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/scott-rothbort-1064362\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" class=\"broken_link\"><strong>Scott Rothbort<\/strong><\/a>,  chief market strategist for the Stillman School of Business at Seton Hall  University says<\/p>\n<blockquote><p>&#8220;That\u2019s all well and good but McDonald\u2019s still has an uphill  battle to fight. Packaging is important when you put products on a shelf.  McDonald\u2019s does not put products on a shelf. A good deal of the products are  eaten in the restaurant or car, or taken home. Changing the actual packaging  has negligible impact, if any, and certainly isn\u2019t worth the money. They need  to invest in their menu.&#8221;<\/p><\/blockquote>\n<p>This is what he said to the Newsweek.<\/p>\n<p align=\"center\"><a href=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/02\/5.jpg\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/02\/5.jpg\" alt=\"McDonald\u2019s Packaging Rebranded\" class=\"alignnone pinthis wp-image-6347\" width=\"600\" height=\"\"><\/a><br \/>\nImage Source: McDonald\u2019s<\/p>\n<p align=\"center\"><a href=\"https:\/\/www.linkedin.com\/in\/bryonygomezpalacio\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" class=\"broken_link\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/02\/Armin-Vit-and-Bryony-Gomez-Palacio.jpg\" alt=\"Armin Vit And Bryony Gomez Palacio\" title=\"Armin Vit And Bryony Gomez Palacio\" class=\"alignnone wp-image-4050\" width=\"700\" height=\"\"><\/a><\/p>\n<h3>Opinions Are Complementary<\/h3>\n<p>Everyone  has their opinions and they are free to express them as well. That\u2019s what Under  Consideration LLC Co-Founders, <a href=\"https:\/\/twitter.com\/arminvit\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"><strong>Armin Vit<\/strong><\/a> and <a href=\"https:\/\/www.linkedin.com\/in\/bryonygomezpalacio\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" class=\"broken_link\"><strong>Bryony Gomez-Palacio<\/strong><\/a> do in one of  their blogs by saying<\/p>\n<blockquote><p>&#8220;I rarely use the \u201cthis looks like student work\u201d  description in my reviews because it\u2019s not the most helpful of critiques but in  this case this does look to me like a student exercise of someone trying to  make McDonald\u2019s look hip but lacking expertise and refinement in typography,  layout, and finishing to do it convincingly. I have the feeling that a lot of  people will like this new look and I may be on my own in my dislike for it,  which I can accept since 69 million people like McDonald\u2019s every day and I  don\u2019t.&#8221;<\/p><\/blockquote>\n<p>Here\u2019s what\u2019s been shared on Twitter<\/p>\n<h3>Evolution of Mc Donald\u2019s Packaging<\/h3>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">From Speedee to Sustainable, here\u2019s a look at the evolution of our McD\u2019s packaging. <a href=\"https:\/\/twitter.com\/hashtag\/tbt?src=hash\">#tbt<\/a> <a href=\"https:\/\/t.co\/vybRR2nRpn\">https:\/\/t.co\/vybRR2nRpn<\/a> <a href=\"https:\/\/t.co\/8s7dbvweLD\">pic.twitter.com\/8s7dbvweLD<\/a><\/p>\n<p>\u2014 McDonald&#8217;s (@McDonaldsCorp) <a href=\"https:\/\/twitter.com\/McDonaldsCorp\/status\/685144619349336065\">January 7, 2016<\/a><\/p><\/blockquote>\n<h3>McDonald\u2019s New Year, New Look<\/h3>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">New year, new look! McDonald&#8217;s Global Packaging Launches In Style <a href=\"https:\/\/t.co\/qAmJnUj2Tm\">https:\/\/t.co\/qAmJnUj2Tm<\/a> <a href=\"https:\/\/t.co\/wZr4KunV5O\">pic.twitter.com\/wZr4KunV5O<\/a><\/p>\n<p>\u2014 McD&#8217;s South Florida (@McD_SouthFla) <a href=\"https:\/\/twitter.com\/McD_SouthFla\/status\/685521792161558533\">January 8, 2016<\/a><\/p><\/blockquote>\n<p>Anyhow, people are responding to the redesigned packages of McDonalds. Some like it and some have their different views related to that. In the following tweets, responses on redesigned packaging are quite obvious.<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">Bad advertising by McDonalds <a href=\"https:\/\/twitter.com\/brysonjj_\">@brysonjj_<\/a> <a href=\"https:\/\/t.co\/rAezN2G7PS\">pic.twitter.com\/rAezN2G7PS<\/a><\/p>\n<p>\u2014 Kevin Nawa (@nawa_kevin) <a href=\"https:\/\/twitter.com\/nawa_kevin\/status\/697173367829344256\">February 9, 2016<\/a><\/p><\/blockquote>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">Today&#8217;s <a href=\"https:\/\/twitter.com\/hashtag\/LunchRead?src=hash\">#LunchRead<\/a>: <a href=\"https:\/\/twitter.com\/McDonalds\">@McDonalds<\/a> unveils simplistic, minimalist graphic <a href=\"https:\/\/twitter.com\/hashtag\/packaging?src=hash\">#packaging<\/a> redesign <a href=\"https:\/\/t.co\/HEIXk2avyW\">https:\/\/t.co\/HEIXk2avyW<\/a> &#x1f354;&#x1f35f; <a href=\"https:\/\/t.co\/vHE7Giztys\">pic.twitter.com\/vHE7Giztys<\/a><\/p>\n<p>\u2014 AIGA (@AIGAdesign) <a href=\"https:\/\/twitter.com\/AIGAdesign\/status\/685508521295663104\">January 8, 2016<\/a><\/p><\/blockquote>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">Font is off to strong start this year as <a href=\"https:\/\/twitter.com\/McDonalds\">@McDonalds<\/a> unveils its new <a href=\"https:\/\/twitter.com\/hashtag\/packaging?src=hash\">#packaging<\/a>. That&#8217;s a lot of helvetica. Thoughts? <a href=\"https:\/\/t.co\/mK3MG3cjwC\">pic.twitter.com\/mK3MG3cjwC<\/a><\/p>\n<p>\u2014 Faryn Hill (@MsFaryn) <a href=\"https:\/\/twitter.com\/MsFaryn\/status\/691667089837326336\">January 25, 2016<\/a><\/p><\/blockquote>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\"><a href=\"https:\/\/twitter.com\/ystriya\">@ystriya<\/a> <a href=\"https:\/\/twitter.com\/morozhnoye\">@morozhnoye<\/a> and beyond&#8230;<br \/>\n(seriously, found this just recently during a 25-year clear out.) <a href=\"https:\/\/t.co\/T4hD7Q01BK\">pic.twitter.com\/T4hD7Q01BK<\/a><\/p>\n<p>\u2014 Keir Giles (@KeirGiles) <a href=\"https:\/\/twitter.com\/KeirGiles\/status\/693760670345662467\">January 31, 2016<\/a><\/p><\/blockquote>\n<h3>Your Say?<\/h3>\n<p>These are their opinions for McDonald&#8217;s redesigning of packaging; what&#8217;s yours?<\/p>\n<p><script async=\"\" src=\"\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Branding needs to be done smartly and by focusing all the elements which might have the slightest possibility to backfire. For a prestigious brand, it is very crucial to come out with a branding fix or change because people are &hellip; <a href=\"https:\/\/www.designmantic.com\/blog\/mcdonalds-packaging-goes-gaga\/\">Continue reading <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":6352,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[253],"tags":[],"class_list":["post-6342","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-creative-branding"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>McDonald\u2019s Slick New Packaging | DesignMantic: The Design Shop<\/title>\n<meta name=\"description\" content=\"McDonald\u2019s packaging is rebranded after 3 years, under the CEO-Ship of Mr. Steve Easterbrook, let\u2019s see how it is critiqued.\" 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