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. As such, 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.