Here’s the Story Behind McDonald’s ‘Aesthetically Minimal’ Global Packaging Redesign

The new look aims to convey 'joyful moments' through simple illustrations and bold graphics

The new look from Pearlfisher has already rolled out to some markets. Pearlfisher

There are few brands more globally recognizable than McDonald’s—which makes refreshing any element of its famous branding a delicate, considerate and meticulous process.

@saramayspary Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.