MCDONALD'S X XSET
In 2024, McDonald's, one of the world's most iconic fast-food brands, introduced a new menu item—the Chicken Big Mac—designed to appeal to a younger, more trend-savvy demographic. To help promote the new sandwich, McDonald's strategically partnered with popular celebrities like rapper Tee Grizzley and streamer Kai Cenat, recognizing their strong influence in shaping youth culture today. The campaign was designed to make a bold impact and generate excitement, blending fast food with elements of music, gaming, and pop culture.
I was approached to create a logo for the campaign centered around the catchy and playful slogan, "It's Not, Not A Beat," which is a clever twist on the original "It's Not, Not A Big Mac" tagline. This new slogan aimed to resonate with the music-driven vibe of the campaign while still maintaining the familiarity and fun of McDonald's branding.
Working within the company’s established brand guidelines, I developed several design concepts to capture the essence of this collaboration. After a few weeks of collaboration, revisions, and feedback, we settled on the final design that best encapsulated both McDonald's iconic style and the dynamic energy of the campaign.
It was a true honor to work on such a high-profile project, and I’m grateful for the opportunity to collaborate with McDonald's and XSET. The final logo and slogan were crafted to leave a lasting impression, ensuring the Chicken Big Mac campaign would resonate strongly with the target audience.
Creative Director: Drew McCarver