Anisha Whether you’re lovin’ it or avoid it at all costs, McDonalds is arguably the world’s biggest and most recognisable brand, and when that brand changes, it’s big news. This September, Maccy D’s announced a packaging redesign, it’s first since 2008, adapted to challenge customers’ perceptions of the restaurant.
Focusing on the quality of the ingredients and the companies’ green credentials while still keeping classic elements that made the brand so famous, the comic book style panels retains the brand’s (often criticised) appeal towards children. Still visible are the legendary golden arches logo and glimpses of brand mascot Ronald McDonald, who has been noticeably missing from McDonald’s branding over the past few years. This is also the first McDonalds packaging to feature QR codes, which will link customers to detailed nutritional value and menu options via the McDonalds app, taking the fast food joint into the smart phone age.
The redesign, by Birmingham based brand company Boxer, is the latest step for a brand whose recent history has been all about change. McDonalds’ is the biggest corporate success story of the 20th century, but not without some blips. Here we look at some of the highs and lows of McDonald’s packaging history.
DLT Disaster
Released in 1984, the McDLT was meant to be a revolution in how we ate our beefburger. Presented in two conjoined containers, one half of the bun with the salad in one and the other half with a hot beef patty in the other, the McDLT was designed to keep your veggies crisp and was a success when it was first released. However, there were concerns about the wasteful packaging – twice as much as a Big Mac, meaning a huge environmental impact that was hardly worth a crisp tomato. Negative press saw sales plummet and the burger was quietly discontinued in 1990. McDonald’s learned its lesson, and its packaging is now almost completely recyclable.
Boxer’s Revolution
The 2013 redesign wasn’t Boxer’s first job for McDonalds, they were also responsible for the 2008 packaging change over, where the polystyrene burger boxes of the 90’s were finally completely phased out and replaced with recyclable cardboard products. After an unsuccessful rebrand in 2007 featuring smiling models enjoying their McDonalds, Boxer went for a completely different approach, making their packaging heavy with information with bold text in sans serif fonts.
Where previous designs had stuck to red, yellow and white, Boxer incorporated the olive greens and terracotta tones that had been introduced to the restaurant’s interior during the 2006 “Forever Young” overhaul. Burger boxes placed an emphasis on health, with photographs of ingredients in their raw state featured. Even the French fry packet had a picture of a potato to remind customers what they were actually eating, despite the cardboard taste. The packaging was rolled out globally, adapted uniquely to each of the 166 countries that sell McDonalds.
Going Posh
This year, McDonalds rolled out a small campaign selling premium burgers to target the gourmet loving Japanese market. The high quality patties were partnered with ingredients such as avocado and black truffle oil. With these new posh burgers came some posh packaging, made with thick cardboard, featuring a minimalist design and topped with a tasteful golden bow. The burger box is partnered with a bag that wouldn’t look out of place in a designer shop. It’s completely different to the modest cardboard sleeves and brown paper bags of the McDonalds we know, but if it’s successful, we could see McDonald’s packaging going in yet another direction.
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