Metropolis Japan

May 11, 2010

Rebranding

Originally published on metropolis.co.jp on May 2010 If you noticed something funky happening at your local McDonald’s recently, you’re not alone: 13 branches of the fast food chain, including shops in Shibuya, Azabu-Juban and Roppongi, underwent a complete overhaul in late April. In collaboration with French designer Phillippe Avanzi, McD’s reworked everything from the signage […]

By Metropolis

Originally published on metropolis.co.jp on May 2010

Photo by Keigo Moriyama

If you noticed something funky happening at your local McDonald’s recently, you’re not alone: 13 branches of the fast food chain, including shops in Shibuya, Azabu-Juban and Roppongi, underwent a complete overhaul in late April. In collaboration with French designer Phillippe Avanzi, McD’s reworked everything from the signage to the interiors in an effort to provide “an atmosphere that’s both sophisticated and comfortable.” The shops were rebranded according to one of five themes: Quality, Edge, Food, Fresh, Extreme. Here are some ideas that, unfortunately, failed to make the grade.