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McDonald’s® Unveils New Global Array of Packaging in A Campaign Highlighted by “i’m lovin’ it” Theme McDonald’s reports that it has rolled out a new and innovative global packaging design inspired by the company’s “i’m lovin’ it” global brand campaign. Featuring images of people enjoying life’s simple pleasures, the packaging furthers McDonald’s creative intent to connect with customers worldwide in fresh, relevant ways. The U.S., Canada, and Latin America will be among the first to implement the new global packaging, which began to be phased into McDonald’s restaurants on adult bags and cold cups in January. New “i’m lovin’ it” Happy Meal packaging were scheduled for rollout in March. Conversion of all packaging in McDonald’s 30,000 restaurants worldwide is expected to be complete late in the year.
McDonald’s new packaging features state-of-the-art photography depicting real people doing things they enjoy—listening to music, playing soccer, and reading to their children. The images portray how people live and what they love. McDonald’s “i’m lovin’ it” theme will appear in a variety of different languages to further reflect the global community McDonald’s serves. McDonald’s chose Boxer, a design consultant firm in Birmingham, England, to develop the initial graphic packaging design. Boxer used a combination of “street casting” and more traditional models and athletes to depict key packaging scenarios. “We were very impressed by Boxer’s breakthrough approach to the casting process as well as the company’s creative grasp of our new brand attitude and style,” says Light. Boxer selected renowned British photographer Nick Clements, known for lifestyle photography, for the McDonald’s packaging assignment. “We were really inspired by McDonald’s new approach to borderless marketing and the challenge of applying this philosophy to package design,” says David Poole, managing director of Boxer. “Our goal is to create a personal communication with customers via strong lifestyle imagery they can relate to and understand.” McDonald’s says that its new global packaging represents the next phase in the company’s “Rolling Energy” marketing approach, which is continuing to energize brand McDonald’s worldwide. It involves a multi-year worldwide marketing calendar that provides consistency in messaging and communications to customers and employees. The “Rolling Energy” program features a variety of integrated marketing activities, including the new packaging, restaurant promotions, media planning, new products, merchandising, and internal marketing. “When we leverage our resources, talent, and infrastructure, the power of the McDonald’s system is unparalleled,” Light adds. “We continue to work together to move this brand forward in ways that customers everywhere will find fresh and appealing.” May 1 Is the Deadline To Submit Entries In 2004 “Monaco Luxe Pack” Competition
Junior-level professional designers from all business sectors, working as freelance or full-time designers for at least one year and at most five years, are invited to participate. To enter, candidates must design and submit a concept (drawings, outlines, description, etc.) for a specific project based on a unique theme as detailed by the organizers each year. This year, the project is a powder compact with mirror and applicator and its retail packaging, plus a matching lipstick. The theme is “Modernity in Monaco.” The deadline to enter the U.S. leg is May 1, 2004. Preliminary competitions will be held in a total of eight countries this year, with Japan, Spain, and the United Kingdom joining the countries (Germany, Brazil, France, Italy and the U.S.) that hosted national selections in 2003. In each country, a panel consisting of executives from luxury goods companies and representatives of the beauty press and design worlds will choose a finalist. The finalist from each of the eight national competitions will each receive the equivalent of 2,000 Euros to fund the making of a three-dimensional model of their design, as well as travel expenses to the final round in Monaco during the Luxe Pack Monaco trade show (Oct. 20-23, 2004), As part of the Monaco finals, each candidate will present his or her original project to an international panel of judges who will select a winner. The grand prize winner of the “Monaco Luxe Pack Design Award” 2004 will receive the equivalent of 10,000 Euros and a trophy created specially for the competition. For more information about entering, visit www.luxepack.com. Nexus of Fashion Brands and Packages Is Subject of Collection of Case Studies Into 25 Notable Examples of High Style A new book explores the increasing reliance of today’s fashion brands on packaging and presentation, a relationship wherein the brand image is often more important than the product itself. Scheduled for publication in March, Tasmin Blanchard’s F&G/Fashion & Graphics (HarperCollins) examines the graphic imagery and packaging that make fashion sell, putting the spotlight on the graphic designers and art directors who create the brand image—from the labels inside clothes to the swing tags and shopping bags. At the heart of the book are 25 case studies that investigate the creation of individual fashion brands with analysis of the graphics from typography to color choices, as well as show invitations, Web sites, and fragrance and cosmetic images. Each case study spotlights the working relationships between the fashion and graphic designer. Art directors and fashion labels featured include Fabien Baron’s work with Burberry and Armani; Alan Aboud and Paul Smith; Michael Nash and Alexander McQueen-John Galliano; as well as the in-house graphic teams of Dolce & Gabbana, Stella McCartney, IIssey Miyake, Yohji Yamamoto, and Comme des Garçons. F&G/Fashion & Graphics was originally published in England by Laurence King Publishing Ltd. The author is the Style Editor for The Observer and the former Fashion Editor for The Independent. For more information, visit www.harpercollins.com. Creo Inc. Acquires A U.S. Plate Manufacturing Facility; Plans the Launch of Thermal Product For Long-Run, High-Resolution Package Work Creo Inc. has announced the acquisition of a printing plate manufacturing facility in Middleway, WV, from Spectratech International Inc. Creo says that with the acquisition of a U.S.-based manufacturing facility, it will more than double its wholly-owned plate manufacturing capacity and secure an ideal location for the distribution, logistics, and support of customers in the U.S. and around the world. Creo will introduce two Creo negative thermal plates based on the acquired plate technology—Fortis for the newspaper market and Mirus for the commercial and packaging market—to the world market this year. The Mirus thermal plate for commercial and packaging printers is described as a high-resolution, very-long-run thermal plate that is suitable for use with UV inks. It will yield, according to Creo, 250,000 impressions unbaked and up to one million impressions with post-baking. (“Post-baking” is a heat treatment that increases the durability of certain printing plates.) Mirus is qualified for Creo’s Staccato 10-micron screening technology, and will be available in sizes up to 59½ x 82½ (1498 x 2082 mm), according to Creo. | |||||
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© 2004-2008 ST Media Group International. All rights reserved. Reproduction in whole or in part is prohibited without consent from publisher.
DECEMBER 4, 2008
1:00 PM EASTERN
This special 90-minute webinar will feature up-to-date insights into the market forces affecting package design and sustainability. Registration for this program is $89.99. Attendees will receive a copy of Packaging Sustainability: Tools, Systems and Strategies for Innovative Package Design (a $49.95 value) by Wendy Jedlicka.
Keynote Address by:
MINAL MISTRY
Project Manager, Sustainable
Packaging Coalition/GreenBlue
COMPASS is an online software tool for packaging designers and engineers to compare the environmental impacts of their package designs.
