Ambitious by nature
Driven by creativity
Thrilled by innovation

McDonald's
Originals

Background

McDonald’s is looking to develop new formats for 100% urban restaurants with smaller surface areas and limited to best-selling products.

Insight

Combo meals call for “combo architecture”.

Idea

Originals is immediately perceived as a concentrate of McDonald’s. It combines efficiency with a clear customer journey and features the signage and visual cues of the brand’s top-selling products. The strength of Originals lies in its obviousness.