Design

McDonald’s Rebrands All Print Collateral

Movin' on from 'I'm Lovin' It' to 'It's good for you'???

There are a lot of companies out there worrying about the economy right now, but McDonald's is not one of them. Because what happens during a recession? Fewer people go out to eat at fancy restaurants, and more people eat fast food. Cheap, fast, greasy, salty – who could ask for more?

The only thing standing between McDonald's and an even larger drooling customer base is its reputation for being, well, incredibly bad for you. The task of McDonald's branders has always been to distract attention from this fact, however, the fast food giant has still suffered long and hard for having a reputation for being synonymous with 'bad for you.' Hence, while other major ad-spenders are cutting back, McDonald's is undergoing a major rebrand of all its print collateral – from packaging and placemats, to billboards and vehicle wrap printing – it's all changing to send a fresh, healthy message to consumers.

Check out the website of design agency, Boxer Creative, for a walkthrough of all the new McD's print packaging and advertising. The goal of the project, according to the company, was to “challenge outdated perceptions about the quality of McDonald's food, engaging consumers in an honest conversation about what makes McDonald's.”

The result, displayed through a great interface on the Boxer website, is a pile of print collateral that evokes the feeling of taking a trip to the local market. Big images of natural ingredients combine with a color scheme and font choice clearly imitative of recent trends in branding organic and eco-friendly health food lines.

In fact, along with this revamping move, McDonald's has also tried to friendly up its image by printing packaging on 82% renewable materials. This is all part of an effort to be perceived, not just as healthier, but as more eco-friendly.

Which, of course, begs the question: Is McDonald's becoming greener, and healthier, or is this all just a big greenwash, and more importantly, a nutrition-wash? Sure, the print collateral says that the fries are made from potatoes, the burgers from beef, tomatoes, lettuce, but if we're having an 'honest conversation' here, as the rebranding project claims, then tell me: is McDonald's actually getting healthier, or is it just looking healthier?

What do you think? Is all this new print collateral going to change the way we perceive McDonald's, or are we always going to eat it just for being what it is: cheap, greasy junk food? And really, might it not be a mistake to try to change an image that works?

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