you deserve a break today

Referred by Coudal Partners’ Fresh Signals, we get a glimpse of the direction a fast food giant could have taken towards mellower, harvest palette instead of the signature red and gold, which supposedly stimulates the appetite, thanks to some recently recovered 1973 (also the same year as the introduction of the Egg McMuffin) marketing proofs from Unimark International. The alternate look reminds us of the iconic Sainsbury’s store brand. The design archives of McDonald’s and other anchor lines are being researched and curated by the Vignelli Center for Design Studies.