BRANDING, PRINT & DIGITAL
Meals Under 500 Calories Campaign
McDonald's Meals Under 500 Calories Campaign is about making a better choice. In this ongoing campaign, McDonald's Singapore set up a special meal under 500 calories on the menu. Despite having a dedicated option, still, many consumers are not aware of it.
We were responsible for developing an identity to establish a creative direction that positions the meal as a finer choice. The channels include in-store serving tray mat, self-order kiosk, restaurant menu board, and website banner across all McDonald's outlets in Singapore.
The creative direction and tonality we created for the visual are light and fresh. To capture the wholesome look we underline the shades of green color with organic shapes and typography
to convey the message.
Logo design and exploration process
In-store serving tray mats
The tray mat displayed all the set meal variety in a day. The layout depicts the time of the day from early morning to late afternoon resembling a clock.
Self Order Kiosk
Self Order Kiosk screen adaptation.