Steve Easterbrook is pushing McDonald's to be a modern, progressive burger company. Now the CEO has the packaging to match.
McDonald's is overhauling its bags and cups with bright lettering and an updated take on its iconic Golden Arches. It is the chain's first global packaging overhaul in three years and perhaps the first to come with a long, international list of people to thank.
Matt Biespiel, McDonald's senior director-global brand development, gives credit for what he calls the new "DynamicDesign" to a team that included designers from seven agencies. That's because nearly a year ago McDonald's plucked one designer from each of its lead agency partners, sent them to London's Shoreditch neighborhood, and had them brainstorm for a week.
The brief for the meeting, Biespiel said, essentially was to come up with packaging designs that would be true, bold and simple and work with McDonald's updated designs in its restaurants and other areas such as its digital push.