The Corner by McCafé was created as a "Future Lab" for McDonald's - a place to test, experiment and meet their public face to face as they evolve in the new millennium.
Located in Camperdown, the site is a one-off project - a hothouse "living lab" used to experiment with new brand experiences and an evolving menu.
Landini Associates were engaged for the "Future Forward" brand creation in 2014. Our scope of work included brand strategy, naming, identity, interiors, all graphic communication, tone of voice, packaging and crew uniforms.
The brief was to be part of a program to challenge McDonald’s and evolve the McCafé brand whilst remaining true to its core values of simple good food, great prices, convenience and accessibility.
Designed to hero the food and the local community, the environment challenges public and staff perception by creating an unexpected solution: a great local cafe, not an evolution of McCafé.
The project was an immediate success, loved equally by staff and customers and successfully attracting new patrons, too. It firmly positioned McDonald's within the "fresh" QSR category, providing invaluable learnings along the way.
"Thank you for providing us with such expert, forward-thinking vision. I have been inspired and learnt a lot since we first met."
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Client
McDonald’s Global
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Location
Camperdown, Sydney
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Size
200 square metres
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Category
Food, Hospitality, Café
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Scope
Brand Strategy, Brand Identity, Naming, Tone of Voice, Copywriting, Interior Design, Graphic Design, Signage, Wayfinding, Ticketing, POS, Packaging and Uniforms
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Photography by
Sharrin Rees
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Awards
- 2016 Sydney Design Awards Silver Winner - Best Café
- 2016 World Interior News Awards Shortlisted - Best Café