2019 McCafé Rebrand
McCafé is the sub-brand at McDonald’s that represents the array of coffee and espresso drinks as well as the bakery line. In order to create an ownable space for McCafé to grow and thrive, having a distinct visual identity has always been a priority.
Boxer was tasked to develop a packaging design system as part of a larger McCafé rebranding effort. McDonald’s wanted optimism & simplicity to be at the core as these qualities reflect the uncomplicated, simple nature of their good, quality coffee and bakery line.
The system Boxer created leverages these key attributes through modern, bold graphics and playful patterns on bags, cartons, boxes, packets and labels. Every element features a coffee cup graphic and/or a sweet treat in an abstract, circular shape. The imagery is shown from a bird’s eye view, so it looks like you’re gazing down at a delicious, freshly brewed cup of coffee. Because McDonald’s is a “golden brand,” the packaging highlights this signature color throughout.
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 hot chocolate 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.