Industry News

McDonald's has launched new packaging designed by Pearlfisher that expresses the "joyful moments" consumers enjoy with the brand via colorful illustrations. Pearlfisher's Hamish Campbell discusses the new branding, which has been in the works since late 2016, noting, "Saying more with less to improve the customer experience by capturing the true iconic nature of the brand and celebrating the essence of every menu item was a major part of what we wanted to achieve with the redesign."

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