Read my thesis paper, "No Brand, No Bite: Impact of Brand Identity on the Food and Beverage Industry," here.
For this project, I wanted to rebrand McDonald's to be the complete opposite of what it is to show the impact branding has on your perception of a restaurant. Instead of a huge, commercial chain known for being the epitome of quantity over quality, I wanted to rebrand McDonald's to be all about farmers, quality, locally sourced ingredients, and real food.
![](https://cdn.myportfolio.com/3e8e9c09-7da6-43fa-ad6b-a21e1a1ed04d/e11509a6-ca7f-49f9-ab76-2e9231f4d5f3_rw_1920.jpg?h=547a1a71becf57aa1d6252a45ca2db16)
The logo is based on the typeface Roca bold, which is used throughout the rest of the brand. I customized the apostrophe to be a leaf, which is used in the alternate mark. I ditched the classic golden arches and created a brand that feels authentic, friendly, and healthy.
![](https://cdn.myportfolio.com/3e8e9c09-7da6-43fa-ad6b-a21e1a1ed04d/5b39d92b-c53b-4347-a290-a8b34e9823e3_rw_1920.jpg?h=b9c58e38648d592515c55085c9dac052)
Hand drawn elements and organic shapes help call back to a a feeling of authenticity and things in nature. Images of farm fresh produce, animals, and dirty hands show where McDonald's food comes from -- from real farms and people who care.
![](https://cdn.myportfolio.com/3e8e9c09-7da6-43fa-ad6b-a21e1a1ed04d/d614d573-ceaf-4c52-928a-f60d48fabc7b_rw_1920.jpg?h=8661f047c3f41c4ded2795708285d202)
I updated the wording and menu items from the original McDonald's offerings, since language makes a big difference when people are perceiving a brand. With words like "homestyle" and "grass-fed beef," the customer will immediately perceive quality.
![](https://cdn.myportfolio.com/3e8e9c09-7da6-43fa-ad6b-a21e1a1ed04d/43fbd28e-5aea-40b9-b1ca-2965226a1133_rw_1920.jpg?h=856d78131d021931d9881ac2a9d56eac)
I created these goofy little animal illustrations with big eyes which is also used as a pattern. The hand-drawn quality adds a sense of authenticity and a humanistic feel. This style also matches the brand voice, which is informal and friendly. "Ee-i-ee-i-oh approved" is a riff on the classic nursery rhyme "Old McDonald had a farm," signifying that this is Old McDonald approved. And if it's good enough for Old McDonald, it must be good enough for you.
![](https://cdn.myportfolio.com/3e8e9c09-7da6-43fa-ad6b-a21e1a1ed04d/852827ad-a57f-4de7-a608-77f0be25d55a_rw_1920.jpg?h=f2fe9c1573e9396bf8babf9167884287)
![](https://cdn.myportfolio.com/3e8e9c09-7da6-43fa-ad6b-a21e1a1ed04d/e6c76fa6-1824-43cb-ac55-7fa06aee427e_rw_3840.jpg?h=187d2d727181d577a09d8bae6f89d669)
Completed: April 2024
Institution: Pennsylvania Western University
Art director: Scott Gladd
Course: Senior Projects