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マクドナルドのパッケージデザイン

マクドナルドが外資系のハンバーガーチェーンであることは、小さい子供なんかは興味も無いし知らないかもしれないけど、店内のパッケージデザインを見ると、マルチリンガルでの注意書きがあったり日本語がほとんど書かれていなかったりするので、中の人をちょっと調べてみた。

ほとんどの国でのグローバルブランドガイドラインを作っているのが、UKの「Voxer Design」というブランディングコミュニケーション会社。てっきり米国系かと思っていました。
Voxer の監修のもと、オリンピックキャンペーンを含めたパッケージデザインをやっているのが「The Marketing Store」。最近日本国内で使われているパッケージもここのデザインのものが多いですね。

Macdonalds

とかく不健康ジャンクフードの代表みたいな印象を世界中に定着させてしまっている企業だけにデザイン課題としてはとても難しい。健康的で明るいイメージを基調にしていることを客が印象としてどう受け止めるか…。
素直になれない人もきっと多いし、黄色と赤のロゴデザインがマクドナルドを連想するからと忌避する競合食品メーカーもあるしなぁ。

パッケージデザインは好き。でも店内/店外のポップも含めたファザードは好きではありません。

味? 好きです。ジャンンクフードと自覚しながら食べるのがいいんだよ。

日本ローカルで制作したパッケージデザインがどこで作られているのかは、調べたけどちょっと不明です。

ちなみに世界各国のマクドナルドの商品パッケージを集めたページもあって、ここを見ると、果たしてどこまでの範囲でワールドワイドにデザインコントロールしているのかよくわからなくなってくる。

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