Re:Branding McDonald’s

McDonald’s is not fine dining. It is not health food. It is not artisanal. What it is — and always has been — is joy. The arches light up like a signal: comfort is here, play is here, the rules can wait.

The problem is that McDonald’s often tries to dress itself up. Retro campaigns, ironic nostalgia, polished ads. They work in flashes, but they miss the core. McDonald’s is not about being clever. It is about being joyful.

Everyday Joy Without Apology

There is a reason people crave fries after a long day. A reason Happy Meals are remembered decades later. McDonald’s rituals are tiny sparks of joy in the everyday. That is not a weakness to cover up. That is the identity to celebrate.

A true rebrand would lean into this unapologetically. Forget irony. Forget nostalgia. The brand voice could simply say: life is serious enough. This is the place where you can smile without reason.

Play for Everyone

McDonald’s has long used toys and play to attract children. But why stop there? Adults need play just as much. Imagine Happy Meal collectibles designed for grown-ups — not as limited-edition stunts, but as a permanent part of the brand’s culture.

Packaging could transform into playful design objects. Digital toys could live inside the app. Even the restaurants themselves could lean into interactive, playful design. Joy should not have an age limit.

The Brand of Lightness

The future of McDonald’s is not about being healthier or more premium. Other brands can own that space. McDonald’s should own lightness — the feeling that for a moment, things are easy, fun, and free of judgment.

Rebranding McDonalds by Mariana Lema

Re:Brand McDonald’s not as nostalgic fast food, but as the global brand of joy. Not guilty pleasure, just pleasure. Stop being so uptight and have a McDonald’s.