Innovation and Development of Hamburger and French Fries Packaging
Since the end of 2020, McDonald’s has quietly upgraded its packaging design, which has been promoted in Australia and New Zealand. This new packaging system is planned to be applied to the brand’s stores around the world this year.
Compared with the red and yellow color matching system established since the store opened, the application of illustrations makes the packaging of this year’s Golden Arches not only richer and more lively in color, but also forms a narrative in the new packaging visual system.
In the case of hamburgers, it is not difficult to guess the contents from the color scheme of the box and wrapping paper. For example, green represents vegetables, brown layers represent meat, and blue layers of waves are fish burgers. An easily recognizable visual system is also equivalent to giving each food a personalized “dress”.
It is not news for fast food to get together for design upgrades. Earlier, Burger King updated the visual system for the first time in 20 years, making the original three-dimensional LOGO flatter and simpler, and also changed the font and uniform color matching.
In fact, fast food’s obsession with packaging upgrades, in addition to the category of graphic design, may also work hard on functionality and sense of technology. After all, as an unhealthy food with simple cooking methods and similar tastes, the taste of fast food itself has long ceased to be tempting.
In the era of burger wars, fast food brands are more looking forward to the updated iteration of visual and dining experience to attract young consumers who love the new and hate the old.
New McDonald’s fries packaging, with details added to the inner box
Creative fast food packaging, some promoted, some more of an eye-catching concept. But in any case, these packaging concepts let consumers find that even if their curiosity about taste is running out, fast food can still rely on its design to make people feel fresh.
