McDonald’s latest global package designs have shifted from a lifestyle approach to a food and ingredient-focused message. The new packaging, which rolled out in November 2008, blends text and imagery to put a “food quality” story in front of the brand’s 52 million consumers. And while there’s consistency in voice, color, type and photography, the system accommodates 21 languages in 118 countries where McDonald’s has a presence and tells the story in a locally relevant way. The rollout began in the United Kingdom, Ireland and the United States and will continue globally through 2010.(Package design: Boxer, www.boxerthinkbeyond.co.uk)
