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.

XO
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posted under: Fashion, Food, Photography

Comments

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

    Great job Amy!!!
  3. La Grenadine | Jan 29, 2010
    haha, I've seen that kind of food once on the web.
    So funny. And these shots are also very nice !
  4. alli/hooray | Jan 30, 2010
    This is amazing. Love it!
  5. Rocio Olmo | Jan 30, 2010
    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 | Jan 30, 2010
    Wow, I love this pics, I love the aura on them. So perfect packages, such a contrast o ideas... Terrific!
    Congratulations!
  7. amber | Jan 30, 2010
    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 | Jan 30, 2010
    Wow...Impressive job!
  9. Dandy | Jan 30, 2010
    Brilliant. I love how perfectly placed the french fries are in the third picture!
  10. Ernskie | Jan 30, 2010
    Wow! This is amazing. Reminds me of the book cover Deluxe: How Luxury Lost It's Luster.
  11. Sandy | Jan 30, 2010
    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 | Jan 31, 2010
    i bet more people would buy mcdonalds if it looked like this all the time haha
    you did a beautiful job congrats !
  13. Lea | Jan 31, 2010
    Absolutly stunning! Great work!!
  14. Whitney @ Whisker Graphics | Feb 1, 2010
    Clever, stunning and mouth-watering!
  15. The WV Girls | Feb 1, 2010
    Gorgeous work!! I am actually tempted to eat fast food when I see this photos! LOVE IT!
  16. Bcome | Feb 1, 2010
    Great idea and great work! Love it!
  17. Rachel@BenignObjects | Feb 2, 2010
    Loved this so much I had to post it over at The Dieline! Fantastic work!
  18. Ashley | Feb 2, 2010
    This is the greatest idea! Prefect for so many different occasions!
  19. Jennifer | Feb 2, 2010
    Amazingly clever.
  20. INK+WIT | Feb 2, 2010
    lovely, great job!
  21. Naomi | Feb 3, 2010
    OMG this is darling!
  22. Sheila | Feb 3, 2010
    These are so very clever and beautifully photographed.
  23. Truly Smitten | Feb 3, 2010
    This idea is so amazing! I love all your package + styling presentation!
  24. Emily | Feb 6, 2010
    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 | Feb 11, 2010
    gorgeous shots and styling. congrats. xx
  26. joanna goddard | Feb 16, 2010
    oh my goodness, how FABULOUS! i love these.
  27. Clare | Feb 16, 2010
    So funny. I love the attention to detail.
  28. sam | Feb 17, 2010
    awesome
  29. Myriam | Mar 10, 2010
    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. fashiongirl | May 22, 2010
    ha i love it!! can you actually get this anywhere?? i would love some Hermes fries

    http://styleadelaide.blog.com/
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  34. Maxine | Jun 7, 2010
    OMG!!!!!!!!!!!!!!!!!!!!!!!!!!!! I FEEL RICH! LOL! NICE!!!! I'd love for you to make food packages for my catering company!
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    Wow. Very creative!
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    LOVE these!
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    This is great! Don't like MacD personally, but I love this work!
  45. deana@lostpastremembered | Jan 15, 2011
    Magical work.. Mcdonalds must have been knocked off their pins... I can't pick my favorite as they are all so great.. BRAVA!!!
  46. The Dining Room Diaries | Jan 17, 2011
    This is GORGEOUS! Will we really be able to buy these from MacDonalds one day? This would look fantastic in food and fashion magazines!
  47. Susan | Jan 18, 2011
    I love this concept. Lovely photography!
  48. hannah | Jan 19, 2011
    are you going to make these available as prints?
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    LOVE THIS
  50. Veronica.D | Jan 26, 2011
    This is such a beautiful idea, and all of it looks very healthy, other than mc donalds packaging now!
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    Wow ! The Hermès french fries photo is amazing !
    Great job :)
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    Are these printables???? thanks so much. Need them for a party theme.
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    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.
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    Very stylish for a party. Love it.
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    Awesome :)
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    Do you know http://www.griottes.fr/category/recette ? I think you can maybe like this ! It's a french blog about design food. (Sorry for my english ^^)
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