Photo: McDonald’s Deutschland LLC

Packaging design over decades: every three to four years the fast-food chain changes the look and feel of its packaging. The last make-over took place in 2016 with gaudy colours, big lettering and a clear segmentation. Photo: McDonald’s Deutschland LLC

McDonald’s: Packaging conveys the Brand

Colourful Make-over

McDonald’s last make-over of its food packaging was staged spectacularly in 2016. Photo: Juan Pablo Castro for McDonald’s

McDonald’s last make-over of its food packaging was staged spectacularly in 2016. Photo: Juan Pablo Castro for McDonald’s

Protection, Information and Design

Increase the Recycling Rate 

Photo: McDonald’s

It’s amazing what you can do with packaging ... for the fast-food giant packaging primarily serves to protect food; then to provide consumer information and ensure recognition for both consumers and employees. Photo: McDonald’s

By 2025 McDonald’s wants to use packaging materials from renewable, recycled or certified sources only and to reuse all retail packaging. Photo: McDonald’s Deutschland LLC

By 2025 McDonald’s wants to use packaging materials from renewable, recycled or certified sources only and to reuse all retail packaging. Photo: McDonald’s Deutschland LLC

TIGHTLY PACKED