I had the honor of working on the redesign of McDonald's McCafe brand, set to launch in September 2017. What started as Pinterest and mood boards, turned into a mess of iterations, refinements, and now this 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.