MCDONALD'S SPICY FESTIVAL
Every year, McDonald's PH changes up their menu to spice up their product offerings. For 2020, they have released a new spicy offering during the COVID-19 pandemic lockdown in Manila.
I was able to design the packaging for their spicy new offering: Spicy McNuggets, Spicy Shake Shake Fries and Spicy Chicken Burger.
I presented two options for this project, I'll be mentioning the process and studies as I think it's worth mentioning.
FIRST OPTION - INITIAL STUDIES & MOCK-UPS
Client wanted to veer away from the typical big red 'chili' as the main element to visualize 'spicy.
So instead, I thought of using visual elements that inspired from Piet Mondrian’s style combined into Memphis patterns that can be associated as spicy, ‘pepper’ or ‘heat wave’ patterns and textures are applied to the key visual as well as ingredients of the product. A more 'ingredient' story type of packaging.
They loved this route, as it's very fresh and never has been done. However, during the process of creating the packaging there were limitations with the printer colors. Which lead them to approve the second route.
SECOND OPTION - CHOSEN ROUTE
Since the client requested for it to be different from the usual 'chili' pepper visual for their packaging, I thought of visualizing how it felt once you ate the spicy products. Once I food tasted, I immediately thought of a 'peppery' explosion and incorporated it in my design. It's inspired by the American pop artist, Roy Lichtenstein.
INITIAL STUDIES AND MOCK-UPS
Agency: Leo Burnett
Creative Direction: Dusko Almosa
Art Direction, Design & Illustration: Dana Baldonado