Design & Art Direction

McCafe Packaging

When I was at TMS, I had the honor of working on the redesign of McDonald's McCafe brand and packaging, which launched in September 2017 and ran for about a year. What started as Pinterest and mood boards, turned into a mess of iterations, refinements, and ultimately an updated, modern look and feel for McCafe.

With most projects, I scour the internet, magazines, and whatever else catches my eye that fits into the proposed platform. These get put into several spreads and whittled down.

I keep a running Pinterest board specifically for food and drink branding and packaging. I like seeing how people create systems and build narratives with food brands in particular. It came in pretty handy on this project and I pulled a lot of inspiration from it.

This was probably the third or fourth set of artboards. Everything from flat colorblocked illustrations to hand-drawn muffins to photography. The lower left design was the jumping off point for what was to come.

I had a lot of fun making the the full packaging suite for this - everything from napkins to coffee carriers. The goal was to keep it fresh, modern and in line with McDonald's current global packaging, but still familiar to longtime customers by making the golden arches yellow a prominent color.

Coffee & Donuts

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NYC Delivery

Concepts pitched to McDonald’s for delivery service in New York City, in the time before the Panaderia.

1 2 3 Menu

I developed some concepts for a refresh of the McDonald’s $1-2-3 Menu program during my time at TMS. I took this as an opportunity to incorporate the influence of handpainted grocery signage - informative, full of personality, and the opposite of snobby.

A Musical Map

Yes, this was a student project, if you were wondering. However, it's one of my favorite pieces of design I've ever made, period. The prompt was just to make an infographic of any kind of data.