McDonald's Global Quality Packaging
Design Management
boxer
Delivering into the hands of60 millioncustomers a day in118 countries worldwide!
“This packaging endeavour is the largest, most complex, centrally–driven design challenge that McDonald's has faced. In the end, it's giving people another reason to be lovin' McDonald's.”
Matt Biespiel, Senior Director, Global Brand Strategy, McDonald's.
2. EXECUTIVE SUMMARY
McDonald'swanted us to:
Change consumer perceptions of McDonald's food by delivering the food quality story in a consistent and effective way, that would connect with 60 million customers a day in 118 countries.
In order to change consumer perceptions,...