AMERICAS McDonald's

McCafé® Rebrand

Brand Identity & Packaging

CHALLENGE:

McDonald’s wanted to refresh the McCafé bakery packaging to match the brand’s updated visual identity and convey that the coffee experience at McDonald’s is simple and uncomplicated with bold graphics that complement the McCafé branding.

 

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SOLUTION:

To align with McDonald’s McCafé overall brand refresh, Boxer created a 12-piece packaging system. It leveraged the beauty and simplicity of coffee while featuring McDonald’s signature Gold color to signal that McCafé is a “golden brand” with good, quality coffee and bakery.

All the packaging elements involve highly modern, playful patterns and illustrations. They feature either a coffee cup graphic or a sweet treat depicted with abstract circular shapes based on the top of a coffee cup. 

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RESULTS:

Award-winning designs that invite imagination and endless visual possibilities, setting McCafé apart from the competition

Half a billion impressions annually

AWARDS

2020 American Package Design Award

Boxer Brand Design

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