It's interesting to see how McDonalds would take on the new challenge of the likes of Byron, Shake Shack and Five Guys. Silas Amos from Studio Minerva suggests that rather than coming out with me-too attempts at ‘authenticity’, he argues, the big boys may be better off just being themselves. The new packaging looks like that’s just what McDonald’s is trying to do. It puts the brand’s strongest assets front and centre and doesn’t try to be anything else. “Our consumers wanted McDonald’s to be McDonald’s,” Biespiel told AdAge. “they really liked the designs that leaned into our core assets and icons”.
The design process involved bringing one designer from each of McDonald’s roster of seven agencies and consultancies to London for a week. Designers from Leo Burnett in Germany; TBWA in the US DDB Hong Kong, Creata and Landini from Australia and, from the UK, Boxer and Forpeople, were all put together for a mammoth brainstorming session in Shoreditch. Matt Biespiel, McDonald’s senior director-global brand development gave them a brief to produce packaging that would be “true, bold and simple”. Initial designs were researched mid-week and, by the end of the week final designs were handed over to McDonald’s lead packaging consultancy, Boxer, who worked them up into the final packaging.