‘Iconic Stacks’

Some ingredient lists are so recognisable, they don’t even need any branding.

McDonald’s outdoor ads never mention the brand, but with words such as “Muffin, egg, sausage, cheese, muffin,” it’s clear what products they mean. We collaborated with renowned typographer David Schwen on the ads, which reference McDonald’s items such as the Sausage & Egg McMuffin, Big Mac and Filet-O-Fish.