McDonald’s goes for graphic punch in new packaging

First McDonald’s worked on its food. Next up for its nearly yearlong face lift is a revamp of its boxes, bags and cups. The world’s largest burger chain will roll out to its 15,000 U.S. restaurants this month new bags, cups and sandwich containers featuring a graphic design it hopes will attract millennials, the fastest-growing segment of the U.S. population. It’s aimed at a generation that appreciates design, but also demands simplicity because of the constant distractions of smartphones and other technology. It’s the first major packaging redesign since 2013. The designs are simple yet bold — a combination that McDonald’s says reflects the leadership of CEO Steve Easterbrook, who has been in the top job for nine months. The new packaging took about a year to develop, a far faster process than in previous incarnations. More