Ye creates a new packaging for McDonald’s, what do you think?

The former Kanye West collaborates with the ultra-elaborate brand to redesign the snack boxes

the American musician Kanye Westnow officially called Yescollaborated with industrial designer Naoto Fukasawa of Muji to redesign the packaging for the McDonald’s fast food chain.

The rapper’s lean packaging has been printed on translucent brown foil, giving it a smooth look that contrasts sharply with the brand’s ultra-elaborate colorful packaging.

The new package features two halves of the loaf pressing together a McDonald’s burger stuffed with lettuce, tomato, onion and a wedge of beef. The iconic M logo with gold bows is at the top.

The project is part of the official McDonald’s collaboration

Ye took to Instagram to announce the collaboration by posting a photo of McDonald’s new design with the caption “next week it’s french fries”, a text from her hit song Gold Digger. She has since deleted the post, as she does all posts on the image social network.

While information on if and when the package will be released has so far been kept secret, the company has confirmed to Dezeen that the partnership is official.

Fukasawa said the design process for redesigning the package with Ye was relatively “straightforward”. The industrial designer sketched out Ye’s visions and then sent him the proofs.

“There were just a few simple introductory exchanges,” Fukasawa explained. “When Ye talked about her thoughts, I immediately translated them into ideas and visualized them.”

“He saw my sketches right after he expressed his ideas. He looked and responded with a short message saying something like ‘incredible’ or ‘excellent’,” he continued.

“A simple, high quality and short dialogue was exchanged during the design process.”

“You wanted to explore the field of food and cooking”

According to Fukasawa, Ye, who recently launched his first music-playing device, has been looking forward to exploring the food industry for some time.

“He started asking me in summer 2020 to design food and juice packaging,” Fukasawa told Dezeen.

“He also asked me to design cafes and bars where people could eat and drink,” said the Japanese designer. “It was easy to hear that Ye wanted to explore the field of food and cooking.”

The rapper already owns a successful clothing and footwear line called Yeezy, as well as a 10-year partnership with fashion brand Gap.

McDonald’s has simplified its packaging

Over the past couple of years, McDonald’s has rolled out a series of streamlined renovations for restaurants and packaging.

Last year, branding agency Pearlfisher redesigned the chain’s packaging to incorporate illustrations of classic restaurant menus.

The Pearlfisher branding replaced the “over the top and cheeky” packaging designed by branding agency Boxer, which had appeared on the packaging since 2016.

Several McDonald’s restaurants have also been revamped in recent years, including “the latest McDonald’s” in Times Square, in an effort to refresh the brand’s image.

* Via Dezeen

Source: Terra

Benjamin

Benjamin Smith is a fashion journalist and author at Gossipify, known for his coverage of the latest fashion trends and industry insights. He writes about clothing, shoes, accessories, and runway shows, providing in-depth analysis and unique perspectives. He’s respected for his ability to spot emerging designers and trends, and for providing practical fashion advice to readers.