McCafé® Rebrand

Brand Identity & Packaging


McDonald’s wanted to refresh the McCafé bakery packaging to match the brand’s updated visual identity and convey that the coffee experience at McDonald’s is simple and uncomplicated with bold graphics that complement the McCafé branding.


Full Width 01


To align with McDonald’s McCafé overall brand refresh, Boxer created a 12-piece packaging system. It leveraged the beauty and simplicity of coffee while featuring McDonald’s signature Gold color to signal that McCafé is a “golden brand” with good, quality coffee and bakery.

All the packaging elements involve highly modern, playful patterns and illustrations. They feature either a coffee cup graphic or a sweet treat depicted with abstract circular shapes based on the top of a coffee cup. 

Full Width 02
Full Width 03


Award-winning designs that invite imagination and endless visual possibilities, setting McCafé apart from the competition

Half a billion impressions annually


2020 American Package Design Award

Boxer Brand Design

Full Width 04

The next chapter is coming…

tms is a new type of company that combines The Marketing Store and HAVI’s sourcing business. We're building a new website to tell its exciting story.

For now, you can exit this window to learn more about who we are and what we do.