McDonald's 1955 Burger
CLIENT: McDonald's Europe

McDonald’s’ first restaurant opened in 1955, and since then the brand has become a household name. However, McDonald’s wanted to change the perception of their brand from ‘Fast food’ to ‘Good food, fast’ and leverage their great heritage. This led to the launch of a new burger, which in turn needed strong supporting design.

Boxer’s design for the 1955 burger packaging is evocative of a Golden Age in American culture. It captures the spirit of post-war optimism, when McDonald’s first opened in Illinois. Boxer created a backdrop to a burger that was honest and generous in nature, in keeping with the style of American Diners of old.

In Germany, its first market, the 1955 became the most successful premium burger ever. The burger launch successfully competed against the three premium burgers of the previous year. It was next launched in Italy, where it is the best premium burger on record, significantly above the previous year’s promotion which was already considered a success. The 1955 has since launched in various European countries and enjoys ongoing success.

The DBA Design Effectiveness Awards recognise the return on investment that a coherent, well-thought-out and professionally executed design strategy can achieve.