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I'M LOVIN IT
Remember the days of ‘Super Size Me’ and ‘Fast Food Nation’? Back in 2004 McDonald’s took a nose dive in its most celebrated markets. I was part of the team who was tasked to refresh the brand. We created the ‘I’m lovin it’ platform. A bold platform which celebrated the pleasure and feeling of McDonald’s. My task was to create the next generation packaging design. Using the spirit of its customers and a bullish attitude from the brand, the packaging was reborn - a new icon of its time.
Image by Mitch Griffiths - Pavement - https://www.halcyongallery.com/art/pavement