Since 2014, McDonald’s Germany has published an annual compact version of their sustainability report. Both entertaining and easy to understand, it is directed at teens and twenty-somethings, the restaurant’s main target group. We delivered the idea for implementation and designed the report.
The legendary brown paper bags inspired us for the design concept and this aspect was even integrated into the current online campaign “#365 Gründe für McDonald’s” (#365 reasons for choosing McDonald’s). Instead of boring infographics, we created sketch-style, hand-made illustrations, which were aimed at the target group.
If you are interested and want to see the result of what McDonald’s does in the field of sustainability: The printed version was available in all restaurants across Germany and the online version is still available for anyone to access: