Taiwan McDonald's McCafe Replaces Packaging

In the proposed marketing strategy, the main theme of the marketing campaign is “Let conversations be warmer”. We hope that we can encourage everyone to bravely express and convey warmth through the design concept of the “Dialogue Cup”. Therefore, the concept of “message dialogue” is especially taken to the take-away paper cup. In terms of design, in addition to enhancing the insulation function, a blank dialog box is also specially planned to enable consumers to express their feelings in paper cups. At the same time, in order to distinguish McCafe from McDonald's brand image, red and yellow are also avoided in the planning of colors to escape the joyous atmosphere provided by McDonald's, thereby enhancing McCafe's exquisite texture. Therefore, the color setting is based on the consumer survey report. After the fine-tuning of colors and shades, bright and lively magenta and vibrant green-blue were selected.

In addition to meeting the communication of brand image and marketing, the contact point design task also needs to consider the purpose and practicality of each brand contact point. In addition to the observation of each branch in the field, Fabo Si also communicates with the store. Interview with the waiter to understand consumer feedback; for example, the design of dim sum bags must comply with the service staff in the package snacks, always give consumers a discount of two fold, so the proportion of the dialog box must comply with the overall vision after folding The effect; and the size and position of the dialog box in the take-out cup, is also a number of research and testing by the design team to consider the best visual angle of the front, and also meet the position of easy writing and drinking coffee.