Rebranding Design for McDonald’s IP｜麥當勞 IP 識別設計
迎向台灣麥當勞 40 週年，品牌希望重建跨世代共同記憶，讓麥當勞叔叔、漢堡神偷、大鳥姐姐與奶昔大哥在新世代重新具備辨識與情感連結。Five Metal Shop 受託進行角色再創與溝通策略規劃。挑戰不在推陳出新，而是在當代語境中，使角色脫離年代印記，同時保有品牌資產的高度識別性。
團隊梳理歷史檔案與行銷案例，擷取角色最具辨識度的符號：叔叔的開口笑、神偷的黑白條紋、大鳥的羽毛群組、奶昔大哥的幾何輪廓。透過比例與色彩再設計，使外觀更精簡現代且具親和力，同時提升社群迷因擴散潛力，並以主色與幾何元素建立輔助視覺系統，強化素材的一致性與延展性。
行銷策略上導入多場域應用，包括店頭、交通節點與周邊商品，擴張角色與受眾的接觸面與互動性。使不同年齡層在當代情境中重新建立共同記憶。最終，四位老朋友以全新樣貌再度佔據大眾視野，讓世代共同記憶得以重新提起、重新分享。
To mark McDonald’s Taiwan’s 40th anniversary, the brand sought to bridge the generational gap by bringing back its most iconic assets: Ronald McDonald, Hamburglar, Birdie, and Grimace. Five Metal Shop was tasked with reimagining these characters for a modern audience—not by reinventing them, but by stripping away their “vintage” feel to make them relevant today.
By diving into the archives, the team distilled each character to their core visual DNA—Hamburglar’s stripes, Birdie’s feathers, Grimace’s silhouette, and Ronald’s iconic smile. We refined their proportions and colour logic to create a cleaner, more contemporary visual language that adapts seamlessly to today’s fast-moving, meme-driven digital culture. To tie everything together, the designers built a flexible geometric visual system that ensures the brand stays consistent across all platforms.
Beyond the visuals, we pushed for a high-impact rollout across transit hubs and limited-edition merch to spark real world interaction. These “four old friends” haven’t just returned; they’ve been repositioned as cultural icons, turning nostalgia into a fresh, shareable conversation for a new era.
Strategist｜Chingwen Chen 陳靖雯,
@cwxhng 黃智偉, Yu Yuan Hu 胡育瑗, Yu Ting Chang 張玉婷
Character Designer｜
@raechouii 周育綾,
@bny_banny 楊雅淇
Identity Designer｜Yuling Chou 周育綾,
@yangshiching 楊世慶
Final Artwork｜Yuling Chou 周育綾, Banny 楊雅琪
Photographer｜Yuling Chou 周育綾
Motion｜
@eatthemotherdayo EATING
