McDonald’s & Burger King Duke it Out in New Design Roll Out

 

By The Chicago Egotist / /

McDonald’s and Burger King coincidentally introduced new packaging for 2021. Both show a more simple style with strong visual elements. Burger King’s look is a little retro with a funky type face while McDonald’s is more streamlined with colors playing a bigger role in distinguishing each meal.

According to an AdAge/Harris Poll, Burger King is the winner of this fast-food design war. The publication reveals that 54% of respondents said they preferred Burger King’s packaging while 46% chose McDonald’s.

“Design is one of the most essential tools we have for communicating who we are and what we value, and it plays a vital role in creating desire for our food and maximizing guests’ experience,’ said Raphael Abreu, restaurant brands international head of design at Burger King. “We wanted to use design to get people to crave our food; its flame-grilling perfection and above all, its taste.”

Both new looks were several years in the making. Burger King unveiled its redesign from Jones Knowles Ritchie in January, while McDonald’s new packaging was revealed in February from Pearlfisher. 

For McDonald’s, the design took into consideration the operation processes held inside the restaurants, allowing crew members to be super efficient. each wrapper, clamshell and pack has been designed to be identifiable where order assembly occurs. the easy-to-understand graphics are easy to recognize, no matter where in the world they are.

Are you hungry now?

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