McDonald’s Rebranding Move
McDonald’s Rebranding Move.
This paper is written based on an article written by the Transform magazine on 17t February 2021 titled “McDonald launches global packaging redesign”. This is interesting because with the current corona scare and lockdown measures adopted across the world, many people are ordering take-outs from establishments like McDonald’s and the packaging provides a refreshing face of a brand and attracting new customers as well as keeping loyal customers. Rebranding is important because it makes the business relevant and keeps up with currency as well as establishing a base with competitors to stand out.
The articles highlight how McDonald Enterprises has launched a new packaging in 2021 from its original cool, blue waves on the Filet-O-Fish clamshell to the golden, melting cheese on the Quarter Pounder making it visually impressive to customers. The redesigned packaging guarantees resourceful procedures remain efficient for McDonald’s’ staff members as the graphics are easily understandable and specific to given orders. One of McDonald’s creative directors said that the new design is intended to identify the special features of each menu and working with it. The packaging redesign has used common special features that are easily recognizable making work easier during packaging and delivery.
The new packaging launched by McDonald is impressive and clear with its graphics making it easy for the staff to pack the food. It is also going to improve time efficiency during delivery as the delivery personnel only have to look across the pack. They have provided an enriching experience to customers with the shapes and colours are combination conjoined with smell, taste and touch and this is going to improve brand resonance as customers have an idea of the food before they eat it. Repackaging is a good brand management technique as it is likely to increase the value of the brand and strengthen the awareness of the brand. It is also going to strengthen the brand management over time as the rebranded packaging markets the brand. In my opinion, the move was important as it can offer new inspiration to the business requirements to generate new advances in the dynamic market.
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