McCafé

Naming Architecture for McDonald’s
McDonald’s wanted to build on the success of their McCafé coffee (which had already taken a venti sip out of Starbucks’ and Dunkin’ Donuts’ market share), and they also wanted to expand the McCafé brand to include more beverage items. So, they asked us to develop a strategy and a system for organizing all of their new beverage categories and names. We needed to be good and caffeinated for this one.