McDonald’s Gives McCafé a Global Brand Refresh
McDonald’s has unveiled a global refresh of McCafé, introducing a new brand identity and expanded beverage offerings aimed at evolving consumer preferences.
SociapaHQ
McDonald’s is rolling out a global refresh of its McCafé sub-brand as it seeks to better align with changing consumer preferences and a growing beverage portfolio.
The revamp is one of the biggest changes to McCafé since the coffee brand was first rolled out in Australia in 1993. In the last 30 years, McCafé has become a global offering, more than just coffee, but a wider range of beverages and snacks.
The refresh is partly driven by changing consumption habits, especially among Gen Z consumers, who increasingly see beverages as more than just refreshment, the company said.
“Drinks have become synonymous with self-care, indulgence and personal expression, leading the company to re-think how McCafe is positioned and presented,” said McDonald’s.
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New Identity:
The transformation will also see McDonald’s introduce a number of new McCafé beverages in several markets during the spring and summer seasons. The new offerings are expected to first be seen by consumers in the United States, Canada, Germany and Australia.
With consumers looking for more beverage options, the expanded portfolio will include new categories including Refreshers, Crafted Sodas and Energisers.
Before the launch, McDonald’s has refreshed the McCafé brand identity to reflect the changing product offering and to attract a younger consumer.
The new look features a reimagined McCafé wordmark inspired by the visual language of the Golden Arches, and a new colour palette of refined gold and “coffee cherry” colours inspired by the fruit that coffee beans are derived from.
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Additional colours have been introduced to reflect the vibrancy of the new beverage lineup, while updated food photography, packaging graphics and design patterns aim to create a more playful and contemporary look.
Commenting on the redesign, Paloma Azulay, Vice President, Global Brand Marketing at McDonald’s, said the new identity was created to reflect the sense of enjoyment consumers seek from beverages.
“We redesigned the new McCafé to help our customers feel the joy they are seeking from these new beverages around the world. Just like with any McDonald’s experience, we can’t wait for them to feel it and say ‘I’m lovin’ it!’” Azulay said.
