McDonald's is changing the look of its packaging, adding bright lettering and an updated take on its iconic Golden Arches. It is the chain's first global packaging overhaul in three
years. Matt Biespiel, McDonald's senior director-global brand development, gives credit for what he calls the new "DynamicDesign" to a team that included designers from seven agencies. A year ago,
McDonald's plucked one designer from each of its lead agency partners, sent them to London's Shoreditch neighborhood, and had them brainstorm for a week.
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