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McDonald’s Zing Brand
Food and consumer goods


Est.2006 The world's largest restaurant chain by revenue, serving over 69 million customers daily, asked Wolff Olins to reposition and rebrand a smart family choices brand line promoting balanced, active lifestyles with the new healthy core menu. We designed this challenge by creating a total brand campaign worldwide, starting from Germany to China customers. The final idea was selected and introduced as a “Zing Go Active Brand” which expresses the visual system fearlessly by illustrating the dynamic shape of bursts and pows throughout the messaging and visual touchpoints. The brand campaign was also applied into the The Winter Olympics in Torino, 2006.   

The Design team was Henri Kusbiantoro led by Todd Simmons as creative director. Iconography and graphic illustrations designed by Henri Kusbiantoro. Wolff Olins, New York.