McFancy

Last year I was approached by The Cool Hunter to style some photos for a pitch to McDonalds for an upmarket pop-up restaurant for fashion week. The concept was to give McDonalds food a complete makeover and re-brand the fast food giant with an aesthetic suitable for a 5 star restaurant. (Read more about it here). I designed packaging that incorporates familiar high-end fashion branding and worked with photographer Marija Ivkovic to create some wonderful shots!

Above are the various concepts we came up with including Paul Smith Sundaes that incorporates a gorgeous cupcake wrapper design by The Cupcake Wrapper Co. Just in case you're interested, the cutlery used in these shots are Seletti disposables that we spray painted white.

We also did a whole series of a black packaging alternatives but I think the white ended up being the most effective.

McFancy is such a fantastic concept and I felt extremely honoured to be a part of the team that brought it to life. It was also amazing to meet talented photographer Marija Ivkovic whose enthusiasm and constant positive energy made her a real joy to work with. Check out her amazing Photobooth for event hire.

posted by Amy Moss January 29, 2010 under Photography , Food , Fashion . comments
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Comments

  1. Erin at Vale Design on Jan 29, 2010 at 1:27 PM
    Gorgeous! Well done Amy! :)
  2. Ann on Jan 29, 2010 at 1:28 PM
    My oh my.. fries would be a-lot harder to decline, packaged like that!

    Great job Amy!!!
  3. La Grenadine on Jan 29, 2010 at 6:44 PM
    haha, I've seen that kind of food once on the web.
    So funny. And these shots are also very nice !
  4. alli/hooray on Jan 30, 2010 at 12:28 AM
    This is amazing. Love it!
  5. Rocio Olmo on Jan 30, 2010 at 4:53 AM
    I saw this in thecoolhunter and I loved it, I didn't now that it was yours. Congratulation because it's very very beatiful!
  6. rosanna on Jan 30, 2010 at 10:35 AM
    Wow, I love this pics, I love the aura on them. So perfect packages, such a contrast o ideas... Terrific!
    Congratulations!
  7. amber on Jan 30, 2010 at 10:36 AM
    Very well done! I couldn't have imagined fast food meets haute couture looking much more meant-to-be than you've designed. I kind of want to eat fries dipped in chocolate sundae now. :s
  8. Helen on Jan 30, 2010 at 12:23 PM
    Wow...Impressive job!
  9. Dandy on Jan 30, 2010 at 12:36 PM
    Brilliant. I love how perfectly placed the french fries are in the third picture!
  10. Ernskie on Jan 30, 2010 at 12:57 PM
    Wow! This is amazing. Reminds me of the book cover Deluxe: How Luxury Lost It's Luster.
  11. Sandy on Jan 30, 2010 at 1:56 PM
    Wow, this is such a unique and smart idea. I really like the Gucci and Paul Smith ones. The background paper gives it an aura of high fashion as well. The pictures are wonderfully shot!
  12. Cassidy on Jan 31, 2010 at 9:20 AM
    i bet more people would buy mcdonalds if it looked like this all the time haha
    you did a beautiful job congrats !
  13. Lea on Jan 31, 2010 at 1:39 PM
    Absolutly stunning! Great work!!
  14. Whitney @ Whisker Graphics on Feb 1, 2010 at 6:40 AM
    Clever, stunning and mouth-watering!
  15. The WV Girls on Feb 1, 2010 at 11:50 AM
    Gorgeous work!! I am actually tempted to eat fast food when I see this photos! LOVE IT!
  16. Bcome on Feb 1, 2010 at 5:54 PM
    Great idea and great work! Love it!
  17. Rachel@BenignObjects on Feb 2, 2010 at 3:06 AM
    Loved this so much I had to post it over at The Dieline! Fantastic work!
  18. Ashley on Feb 2, 2010 at 8:48 AM
    This is the greatest idea! Prefect for so many different occasions!
  19. Jennifer on Feb 2, 2010 at 9:14 AM
    Amazingly clever.
  20. INK+WIT on Feb 2, 2010 at 12:02 PM
    lovely, great job!
  21. Naomi on Feb 3, 2010 at 6:39 AM
    OMG this is darling!
  22. Sheila on Feb 3, 2010 at 3:45 PM
    These are so very clever and beautifully photographed.
  23. Truly Smitten on Feb 3, 2010 at 4:41 PM
    This idea is so amazing! I love all your package + styling presentation!
  24. Emily on Feb 6, 2010 at 5:57 PM
    Wow, you did a fantastic job with the concept and execution! I'm so glad you decided to share this. A wonderful bend in the thinking of mundane things. :-)
  25. suzi on Feb 11, 2010 at 3:06 PM
    gorgeous shots and styling. congrats. xx
  26. joanna goddard on Feb 16, 2010 at 9:04 AM
    oh my goodness, how FABULOUS! i love these.
  27. Clare on Feb 16, 2010 at 11:08 AM
    So funny. I love the attention to detail.
  28. sam on Feb 17, 2010 at 11:25 PM
    awesome
  29. Myriam on Mar 10, 2010 at 8:20 AM
    Love it!! Such a clever idea, and I absolutely adore your designs... I've already worked with Coolhunter before and they're great, coming up with a million ideas a minute!

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