Brand’s history can be studied by looking through the evolution of its advertising and packaging. Here we provide a set of images dedicated to one of the biggest global brands. This case was introduced by Mark Carlson, the Senior Creative Director McDonald’s Corporation at the FUSE conference on April 14, 2010 illustrated how the brand has been developing over the last 55 years.

The 21st century was the time for change in the company, and to stop loosing relevance to customers McDonald’s creative group decided to energize the brand. The new packaging approaches required the brand to be:

— Easy for Crew to Use/Differentiate
— Affordable: source, produce, distribute
— Proper & convenient food presentation
and to
— Identify product to customer
— Keep product hot/cold
— Deliver brand/product message
— Carry legal/brand communication.

The brand’s packaging is to celebrate and reassure — celebrate the brand and all that people who love McDonald’s and reassure consumers about the quality of McDonald’s food, the quality of sourcing ingredients. The approach helped the brand to achieve global brand consistency with local market relevancy.