Fast food giant McDonald’s this week launched McDonald’s Our Town Story, a children’s learning project designed by Paper White. The initiative forms part of the national programme of events to celebrate the millennium.
The restaurant chain is an official community sponsor of the Millennium Experience. By inviting each of the UK’s local education authorities and library boards to devise a production about its town’s history and aspirations, McDonald’s hopes to strengthen its links with local communities.
Paper White director Stephen Page says the identity has deliberately muted McDonald’s branding. “This is not a marketing exercise, rather a giving back to the community,” says Page.
“With graffiti-style imagery, the branding appeals directly to the target audience of three to 16-year-olds. The image suggests a pop-up book where anything is possible,” he adds.