More than a third of McDonald's customers find the restaurant experience overwhelming and visually cluttered. We limited the number of messages and created a flexible system built on our most recognizable brand asset to remain unmistakably McDonald's.

Archery is the system, acting as a connective golden thread between different programs and touch points within the guest journey. The Arches can be cropped differently for unique photography angles, they can be paired with a restaurant-inspired background for our iconic core products, or paired with a flavour-inspired background for stronger differentiation with our limited time products.