McFancy | January 29, 2010

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 under: Fashion, Food, Photography


  1. Gorgeous! Well done Amy! :)
  2. My oh my.. fries would be a-lot harder to decline, packaged like that!

    Great job Amy!!!
  3. haha, I've seen that kind of food once on the web.
    So funny. And these shots are also very nice !
  4. This is amazing. Love it!
  5. 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. Wow, I love this pics, I love the aura on them. So perfect packages, such a contrast o ideas... Terrific!
  7. 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. Wow...Impressive job!
  9. Brilliant. I love how perfectly placed the french fries are in the third picture!
  10. Wow! This is amazing. Reminds me of the book cover Deluxe: How Luxury Lost It's Luster.
  11. 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. i bet more people would buy mcdonalds if it looked like this all the time haha
    you did a beautiful job congrats !
  13. Absolutly stunning! Great work!!
  14. Clever, stunning and mouth-watering!
  15. Gorgeous work!! I am actually tempted to eat fast food when I see this photos! LOVE IT!
  16. Great idea and great work! Love it!
  17. Loved this so much I had to post it over at The Dieline! Fantastic work!
  18. This is the greatest idea! Prefect for so many different occasions!
  19. Amazingly clever.
  20. lovely, great job!
  21. Naomi | Feb 3, 2010
    OMG this is darling!
  22. These are so very clever and beautifully photographed.
  23. This idea is so amazing! I love all your package + styling presentation!
  24. 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. gorgeous shots and styling. congrats. xx
  26. oh my goodness, how FABULOUS! i love these.
  27. So funny. I love the attention to detail.
  28. awesome
  29. 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!
  30. Emma Louise | Apr 19, 2010
    i love everything about your site,
    i've made to my home page, and i love the DIY.
  31. Marina | May 6, 2010
    I saw this at Cool Hunter and absolutely loved it. That´s giving things a twist.
    Love your work.

    P.S. I write from Argentina.
  32. ha i love it!! can you actually get this anywhere?? i would love some Hermes fries
  33. Nice post…Thank you for sharing some good things.
  34. OMG!!!!!!!!!!!!!!!!!!!!!!!!!!!! I FEEL RICH! LOL! NICE!!!! I'd love for you to make food packages for my catering company!
  35. Elma | Jun 12, 2010
    so chic I want it all!
  36. Wow. Very creative!
  37. wansantg3hy
    Wow. Very creative!
  38. how much fun is this?
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  42. LOVE these!
  43. This is great! Don't like MacD personally, but I love this work!
  44. Magical work.. Mcdonalds must have been knocked off their pins... I can't pick my favorite as they are all so great.. BRAVA!!!
  45. This is GORGEOUS! Will we really be able to buy these from MacDonalds one day? This would look fantastic in food and fashion magazines!
  46. I love this concept. Lovely photography!
  47. hannah | Jan 19, 2011
    are you going to make these available as prints?
  49. This is such a beautiful idea, and all of it looks very healthy, other than mc donalds packaging now!
  50. Wow ! The Hermès french fries photo is amazing !
    Great job :)
  51. Row | Mar 5, 2011
    Are these printables???? thanks so much. Need them for a party theme.
  52. I have already subscribed to the RSS feed of your weblog and look forward to reading more of your blog posts in the future.
  53. I love this idea and your blog!
  54. supidity never fails | Jan 12, 2012
    junk food is junk food, no matter how fancy the packaging is.

    does hermes logo make food gourmet? sorry, but i don't think so.
  55. Stefanie | Jan 26, 2012
    Very stylish for a party. Love it.
  56. Dana | Jan 26, 2012
    This is a great idea, however, I believe Tom Saachs thought of it first. Great printouts tho!
  57. I want it sooo sooo bad...
  58. This is so cool!
  59. As a lover of fashion AND food, these pieces are amazing! I'm stuck on your site now, I can't stop browsing and admiring your creativity.

    Awesome :)
  60. Adèle | Jul 7, 2012
    Hello, I like very much your work ! It's very class and creative :).
    Do you know ? I think you can maybe like this ! It's a french blog about design food. (Sorry for my english ^^)
  61. yummy
  62. Tammy T | Aug 31, 2012
    These are simply amazing! Love them so much!

  63. I bet the food tastes better in this designer packaging. Love it.
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