Challenge
Growing skepticism around ingredients and sourcing, especially among Millennials
Outcome
A system translating complex food information into clear answers
IMPACT
40K+
real consumer questions answered20M+
organic views on transparency content1
design system powering transparency at scaleTHE QUESTION
How do you build trust when consumers are skeptical?
What We Did
McDonald’s answered consumer questions online using a series of infographics.
Each menu item breaking down how it’s made and the ingredients.
Pop-art style with bright colors and small illustrated vignettes helped explain each step of the process.
Why It Mattered
The system helped consumers relate to McDonald's food in a way that felt inviting while giving the PR team a playbook for social responses.
This turned skepticism into understanding and shifted how people saw the brand.
Let’s build what’s next — together
Client — McDonald’s
Role — Art Direction
Services — Concept Development · UX/UI Design · Visual Storytelling