McDonald’s Global Exterior Study
Experience Positioning and Prototype Development, Legacy Brand Refresh
Making Simple, Easy, Enjoyment Relevant
One of our most significant project undertakings: McDonald’s asked for a strategy to unite all exterior design into a scalable system that could be personalized to different areas of the world. This design undertaking ensures that simple, easy, enjoyment brand positioning is expressed relevantly to global trends, and can grow as the trends change.The approach started with an in-depth evaluation of existing global McDonald’s. We came up with a set of parameters to evaluate and define the basic DNA of McDonald’s architecture. This data drove the innovation and led to a fundamental, straightforward strategy for personalization while retaining brand DNA as well as trends relevancy.
Collab Partners:
FRCH Specialty Design Team
FRCH Specialty Design Team
The Process
Worldwide Audit / Evaluation
Trend Research
