McDonald’s Food Design System

Creating the perfect, imperfect images of McDonald’s food.

Coming up with a way to show over 200 menu items living across the McDonald’s mobile app, menu boards, and kiosk interface can be extremely chaotic. That’s why we developed a consistent look and feel for every image that included more natural imperfections, more contrast, better highlights, and consistent shadows to make everything work together seamlessly.

See the difference.

Here is a sampling of food images I helped art direct while working with the McDonald's team. This new look is a complete departure from the polished, overly perfect, almost plastic looking food images that consumers were familiar with on the McDonald's menu. These images are used across the McDonald’s mobile app, menus, and website.

A fresh new process.

Check them out for yourself.

The Big Mac

(World Famous) Fries

Artisan Grilled Chicken

Coca-Cola

Iced Coffee

Quarter Pounder Deluxe

Capuccino

Quarter Pounder with Bacon

Buttermilk Crispy Chicken

Iced Macchiato

McMuffin Deluxe

Reese's McFurry

Dark Roast Coffee

Hamburger

Artisan Salad

Bacon Egg & Cheese Biscuit

McChicken

Hot Chocolate

Daily Double

Iced Coffee Swirl

Southwest Salad

Smoky Ranch Burger

Hot Caramel Mocha

Buttermilk Crispy Tenders

BBQ Smokehouse Sandwich

Hot Mocha

Bacon Egg & Cheese McGriddle

Diet Coke

Strawberry Banana Smoothie

McDonald's Clubhouse Burger

Flat White

Happy Meal

Each McDonald’s item was also shot on dark.

We also developed a system for shooting each McDonald’s item for dark situations using more contrast, depth, and reflections.

We really did shoot EVERYTHING.

From just 2 McNuggets…

🙂

…to 10 McNuggets…

😀

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…even 50 McNuggets.

😳

Food Photography

With four years working with the McDonald’s team, I’ve had the opportunity to work on some great food campaigns that have incorporated some beautiful photography. Here’s a few of my favorites.