Business week has recently published an interesting piece about Mc Donald brand redesign process.

Apparently, the fast food chain is trying to create for itself a brand new visual identity to fortify its equity and avoid unwanted association to unhealthiness and obesity concerns.

Hence, Mc Donalds US locations are being redesigned and refurbished with flat panel televisions and plush chairs. Brand new food packaging - launched in early November – features a younger look and feel and tries to be more appealing to today’s consumers.

Even more importantly, the new packaging tells a story about Mc Donald’s food products – a story that talks about tasty food that comes from real, earthly ingredients. Featuring full color pictures of food ingredients along with catchy slogans, Mc Donald’s tells to its customers that Mc Donald’s provides it customers with best value – and today also healthier – food. The new packaging is expected to be extended to all Mc Donald’s locations in a couple of years. It is the first time the brand plans to promote one look consistently across all countries.

Still, in a very Mc Donald’s way, the templates are thought to be adaptable to different markets – somehow promoting a globally consistent, locally relevant brand image. Will be nice to see what the balance will give birth to here in China.