Boxer aims to ‘challenge perceptions’ with new McDonald’s packaging

Boxer has designed new cold cups and carry out bags for McDonald’s with a design system which it says aims to challenge people’s perceptions of the restaurant.

McDonald's packaging by Boxer

The consultancy, which has worked with McDonald’s for ten years, has taken a ‘hand-made and more personal approach to engage with consumers,’ according to Boxer chief creative officer Paul Castledine.

Castledine says the new look addresses ‘the big challenge of perception against reality’.

There are several layers of messaging with a focus on quality and provenance, as well as sustainability, while QR codes give access to menu options and nutrition information via a McDonald’s app.

The subject of nutrition seems to have been a focus for McDonald’s Global Advisory Council, a group of independent advisors who consult on nutrition, public health and fitness. McDonald’s says, ‘These outside experts emphasized the importance of providing access to nutrition information.’

Castledine says, ‘There are a whole series of mini stories and content capsules, while the bigger overall themes are about food quality, and creating stories about origin and quality of ingredients.

McDonald's packaging by Boxer

‘It also tackles sustainability and ecological issues by showing their initiatives and how McDonald’s is working in these areas.’

As ‘it’s difficult to print well onto paper bags and cups’ Castledine says an illustrative approach works well and lends itself better to a global roll out.

The new look could roll-out in up to 119 countries and Castledine says, ‘If the look is consistent it can work in Chinese, Russian, Japanese, and Latin American countries.’

Hide Comments (5)Show Comments (5)
  • Matthew Grocott November 30, -0001 at 12:00 am

    Too cluttered

  • Rehan Saiyed November 30, -0001 at 12:00 am

    Agree with Matthew, and also does not reposition it as a healthy alternative….message not to clear.

  • Simon Heaton November 30, -0001 at 12:00 am

    Still a very offensive brand. I’m not falling for the new advertising and promotional material which is attempting to make McDonald’s appear more ethical. I find it disturbing.

  • Stephen Price November 30, -0001 at 12:00 am

    IF McDonald’s really wants to reposition itself as healthy and ethical, it needs to go back to the basics. Branding,whether good or bad graphically, is just smoke and mirrors. This packaging illustrates that distraction beautifully.

  • Irene November 30, -0001 at 12:00 am

    Agree with all the above. If they are so concerned about getting the information across then make it as simple as possible, otherwise people won’t bother, especially with the QR codes. I love this kind of illustration but I’m starting to get bored of seeing it everywhere…

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