Evolution of art direction and typographic execution of Mcdonalds chicken wraps summer campaigns. Having inherited the creative solution from 2016, two sequential promotions breathed new life into the campaign through use of original wood type specimen prints from 23 Press. Each character is unique, and when combined with vibrant food photography, the result is a refreshing slant to typical Mcdonalds styling. Typography and art direction were reflected through poster, print, digital, in-store and out-of-home.
Photography: Miles New Lettering: 23 Press