McDonald’s needed a new environmental graphic style for their restaurants located in family based areas. The biggest change in store was the redesign of McCafe zone, designed to present McCafe as a small cafe experience inspired by urban independent outlets, communicating the quality of their barista made coffee.
Australian McCafe stores applied a bespoke hand-crafted blackboard inspired graphic, reminiscent of a cool Surry Hills style cafe. This graphic was produced to appear across large surfaces as a wallpaper, or to be cropped as required for smaller areas or framed pieces in-store.
International McCafes required the design to provide a level of coffee education within the space, many locations were new to coffee culture with McCafe as the market leader in these locations.
Clean graphic layouts were designed, inspired by the import stamps on hessian coffee bags, displaying information about the McCafe blend and various coffee varieties. Graphic layouts were applied to a faux plywood or flat colour backing, to add warmth or contrast to the zone as required on a store-by-store basis.