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Baked In Goodness


Boxer was tasked with developing a packaging design system as part of a larger McCafé rebranding effort. McDonald’s wanted optimism & simplicity to be at the core of the new design to reflect the uncomplicated nature of their good, quality coffee and bakery line.


The system Boxer created leverages these qualities through modern, bold graphics and playful patterns on bags, cartons, boxes, packets and labels. We rolled out the perfect pick-me-ups for all to enjoy.


The abstract imagery invites endless possibilities and allows customers to interpret each piece of packaging in a unique way. While one customer may look at a McCafé sugar packet and see a cup of coffee with sugar cubes, another may see a chocolate cookie. 


The open-ended nature of the design speaks to what’s at the heart of this visual concept: good graphics, good imagination and good coffee.