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The Corner by McCafe
The Corner by McCafé is a “future Lab” for McDonalds, a place to test, experiment and meet their public face to face, as they evolve in the new millennium. The brief was to be part of a program to challenge McDonald’s.
The Corner by McCafe - Sydney
This was a Future Forward project whose purpose is to stretch the brand beyond its comfort zone, to reach new customers and position the brand in the ‘fresh & fast food market’. McCafé wanted to evolve whilst remaining legitimate and true to its core values of simple good food, great prices, convenience and accessibility.
The Camperdown site is a one-off project, a hothouse, a living lab used to experiment with this new brand experience and ever evolving offer. Potentially, some of the more successful elements may be integrated into other McCafé stores, enriching and up-scaling the existing food and beverage offer. Our approach was to design a great local café, not an evolution of McCafé.
200 square metres
Food, Hospitality, Retail
Brand Strategy, Brand Identity, Naming, Tone of Voice, Copywriting, Interiors Design, Master Planning, Placemaking, Graphic Design, Signage, Wayfinding, Ticketing, POS, Packaging, Uniforms, Visualisation, Brand Guidelines, Fit-out Guidelines.
- 2016 Sydney Design Awards Longlisted, Best Cafe