To help introduce its line of new café-quality espresso beverages, McDonald’s relaunched the McCafé brand. Boxer Brand Design helped reinvigorate the new McCafé by developing a modern visual design system that influenced not only the cup, but all communication touchpoints in-store and in-media.
We tapped into several visual narratives built on rewarding “Me time”, using design tenets of modern simplicity and fresh appeal. The minimalist color palette led by bright yellow was not only chosen because it is a warm, inviting color but also
because yellow is iconic to the McDonald’s brand. The use of white space brought a utilitarian coffeehouse chic to the
McCafé proposition and elevated it beyond a transactional cup of coffee to a delicious, satisfying moment that helps coffee enthusiasts take on what’s next in their day. Each cup featured a unique brand story connecting back to the quality ingredients in the new premium products.
Overall, our redesign helped move the needle from simply "coffee at McDonald's" to a beverage-first brand and destination for products that are simply delicious and deliciously simple.