The American fast food chain McDonald’s will change its packaging design for the first time in five years, according to a statement posted on the website of the Pearlfisher design agency.
As conceived by the developer, the new packaging design should “bring a feeling of joy and lightness thanks to bright graphics.” There will be no large inscriptions among its elements. They will be replaced by graphic images.
On the packaging of french fries, for example, yellow stripes will appear, symbolizing large pieces. The fish fillet-o-fish burger pack will feature sea waves.
According to the designers, they tried to figure out the specifics of each menu item in order to develop a system that could convey them to consumers.
McDonald’s last rebranded in 2016, replacing images on packages with large inscriptions. In early February, it became known about the company’s plans to change the recipes for burgers, as well as start testing cutlets made from artificial meat.