McDonald's New Packaging

Source: McDonald’s

Not too long ago, we saw (burger*) giant Burger King launch a whole new look for its packaging. It was retro and bold. Most folks loved it. The new identity included a new logo as well.

Just this week, (french fry*) giant McDonald’s is also launching a whole new look for its packaging. It is fresh and bold. Most folks love it. The new identity does NOT include a new logo. Golden arches!

Source: McDonald’s

It’s always interesting to see our industry and the general public react to new brand identities, packaging updates, and refreshed logos. It’s generally pretty mixed at first, with folks often at opposite ends of love/hate spectrum. But then before you know it, the new look becomes the new norm and stands to represent the brand in the here and now. Everything else long forgotten.

For the McDonald’s update, it was impossible for people to not make the comparison to BK not only because of the timing but because of the competitive nature of the category.

For me, it’s just two relevant brands that are immersed in pop culture keeping it current. I like them both and they both give us a new take on each of their classic brands.

It’s vitally important to refreshen up the look of your brand from time to time. Much like it’s vitally important to freshen up your wardrobe from time to time too, which in essence is your own personal brand packaging.

Timing isn’t so bad either as people are relying on these two brands even more amidst the stresses of the pandemic. Well done, just like the burgers and the fries*.

What’s your experience. JIM

*my take, not necessarily from the brands’ POVs