McDonald's French 'design collection'.

McDonald’s French ‘design collection’.

This is pretty bemusing, but hey it’s French and the illustrations are charming enough…

For the month of May, high-end Parisian store Colette will be selling a ‘design collection’ from McDonald’s which includes T-shirts, bags, scarves, iPhone covers and more. The products actually look really nice, but as a piece of brand messaging, it’s all quite confusing…

The collection is based on the fast food brand’s latest French advertising campaign by TBWA Paris, shown below, which features a set of elegant illustrations of McDonald’s products, including fries, Big Mac and an ice cream sundae. The new campaign is actually a reworking of last year’s Pictograms series of posters, but this time the images of the foodstuff are formed from lots of tiny emoticons, showing thumbs up, hearts or musical notes.

Source: Creative Review – Why is McDonald’s launching a ‘design collection’ in Paris?