McCafé originated in Australia because we have some of the world’s most discerning coffee drinkers. So when McDonald’s asked us to help them create a new visual position for the brand with greater emphasis on quality and taste, we needed to convince these drinkers that McCafé provided a quality coffee alternative. The look and feel we designed, developed and distributed nationally, helped them become the number one coffee brand in Australia.
At the heart of our brand refresh were rich, warm, carefully crafted tones that communicated a new position of quality and emphasized the relaxed, casual atmosphere across all 650 McCafés. We then worked closely with environment specialists Juicy Design, to ensure they were applied across the entire McCafé in-store experience and all communications touchpoints including print, packaging, photography, signage and revolutionary digital screen motion graphics.
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