McDonald’s Philippines
McDonald’s: Flavors of Japan
McDonald's Flavors of Japan Meal: Konnichi-wow!
With McDonald's Philippines' release of Flavors of Japan, a Japanese-inspired limited edition meal set, we designed special packaging with Japanese motifs and graphics to capture its taste of origin that will make one go 'Konnichi-Wow!'
The product names and graphic design were inspired by heraldic emblems and crests, Kamon / 家紋; and complimented by Wagara / 和柄, patterns used in traditional textiles such as the Asanoha 麻の葉 (hemp leaf), Seigaiha 青海波 (blue ocean waves) and Shippo 七宝 (seven treasures).
Inspired by spring and flower-viewing Hanami (花見), the key visuals feature the sets under blossoming cherry blossom trees, as if enjoying them on a casual picnic.
The burger wrap is a double design where the top wrap indicates which of the two burgers (Teriyaki Samurai Burger or the Ebi Burger) are inside.
The Sakura McFloat design shows a patterned band with its name crest.
CLIENT Golden Arches Development Corporation
YEAR 2019
AGENCY Leo Burnett Manila
CHIEF CREATIVE OFFICER Raoul Panes
CREATIVE TEAM HEAD Stephanie Dela Cruz
ART DIRECTOR Daniel Tingcungco
COPYWRITER Brian Lumanog
ACCOUNT DIRECTORS Judy Buenviaje / Ivana Bito / Earl Dorado