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

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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.

So it was no small task when, at the end of 2016, design agency Pearlfisher was appointed by the mega brand to take on the redesign of its packaging.

The result, unveiled this week, is a new, cohesive, modernized look and feel for McDonald’s that uses simple illustration to communicate the “joyful moments” consumers associate with the brand.

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