Boxer create new McDonald’s nutritional site
Birmingham-based design consultancy Boxer and its London-based digital partner Ralph & Co have created a new website for McDonald’s supporting the global rollout of the restaurant’s new nutritional information packaging.
The packaging, also designed by Boxer, features icon graphics to represent the five key nutritional elements: calories, protein, fat, carbohydrates, and represents a first for the ‘Quick Service Restaurant (QSR)’ industry. The website, www.mcdonaldsmenu.info, allows visitors to discover how different combinations of food from the McDonald’s menu will contribute to their Guideline Daily Amounts (GDAs).
Boxer managing director, David Poole, remarked: “The whole site is designed in an inspirational and intuitive way, layered with an engaging tone of voice which customers can relate to. It was a key prerequisite of the project to make the subject matter fun and something consumers can really understand and inform their own and their family’s choices around their daily eating habits.”
The site is currently being rolled out across Europe in line with the launch of the packaging. Boxer has also designed free pocket guides and tray-liners, as well as communication materials for the staff.