Pearlfisher has embarked on a multi-year redesign of McDonald’s global packaging system. Whether you are a frequent McFlurry eater or known to partake in a rare Egg McMuffin after a heavy night, there is no denying that the McDonald’s brand is globally iconic. Over the years there have been many variations on the packaging and a fair chunk of the more recent iterations have been reliant on bold type.

Early on in a brands life cycle, it seems as though the design and visual elements can often reach to be something more than they need to be. Logos can be busy, packaging can be full of iconography and type and the colours can be overused. Although never intentional, at the time it is entirely appropriate for the messaging and usually has the aim of widening the brand awareness. But as time goes on these things start to age and we inevitably realise a refresh is needed. Simplicity is the key.

Pearlfisher’s redesign of several of the most recognised items on the McDonald’s menu is simplicity at it’s finest. The paired back look of the graphics used is a perfect example of a brands progression over time. To get to the point that a white wrapper with an abstract ‘yolk’ is enough to confirm it contains an Egg McMuffin is pretty powerful.

The Big Mac graphic is another example of paring things all the way back to the brink of abstraction. A quick glance by a McDonand’s chef or a hungry customer will be all that is needed to identify what should go in or come out of the box.

The most wonderful thing about simplicity is that it is often harder to create than the complex. So when a design such as this is unveiled to the world you get an immediate sense that it just works. It feels in line with the brand’s values, it feels like a natural evolution, it feels right.