McDonald's new graphic packaging reflect brand's "playful point-of-view"

Branding agency Pearl fisher has redesigned the packaging at fast-food chain McDonald's to incorporate illustrations of the restaurant's classic menu items. Set to be introduced across all of its global restaurants, the revamped packaging was designed to reflect the "innate joy of the McDonald's". Each item will now be served in packaging that contains a bright and simple graphic design representing the food inside.
Pearlfisher worked with McDonald's to develop recognisable graphics that easily communicate what menu item the packaging contains.
For some products, like the Big Mac, Pearlfisher created an illustration that is a direct interpretation of the food, while other graphics were informed by the item's most significant ingredients.

The Cheeseburger wrapper now has a single, dripping yellow line across it to represent cheese, the Egg McMuffin a single yellow circle to indicate a yolk, while the Fillet-O-Fish is covered with turquoise waves.