Unwrapping the Future of MAX

Paying Tribute to Swedish Roots
MAX Burgers, renowned for its climate-positive ethos and Swedish heritage, sought a packaging overhaul that would unify its menu items under one cohesive system. The challenge was to evolve the brand’s look and feel while honoring decades of tradition and the inherent joy of a MAX meal. The core objective: create a design as friendly and welcoming as MAX itself, celebrating the delight of every bite without losing sight of sustainability.

A Striped Graphic Structure
At the heart of the redesign are MAX’s signature red-and-white stripes, drawn from the iconic logo. These stripes form the primary graphic structure across packaging, offering a strong, instantly recognizable backdrop. To maintain a timeless, adaptable look, the stripes are scaled and repeated in various ways—sometimes bold and prominent, other times subtly peeking out—reinforcing brand cohesion without overwhelming the overall design.

Personalization Through Stickers
In a fast-paced environment with ever-evolving menu items, flexibility is essential. Rather than printing complex variations of each box, we introduced stickers as a playful, material-efficient solution. Each sticker provides key burger details—flavor, customization, or promotional messages—ensuring guests get exactly what they ordered. The sticker approach also brings a sense of personality to the meal: from limited-edition launches to special dietary tags, each burger can be instantly identified and celebrated. This system fosters a sense of fun and variety while minimizing waste, aligning with MAX’s commitment to climate positivity.

Custom Typography: Max Classic™
Central to tying this new packaging language together is Max Classic™, a custom typeface developed exclusively for MAX. While the stripes establish a visual unity, Max Classic™ infuses warmth and character into every label and message. Inspired by the brandmark’s curves and energy, the typeface projects MAX’s core values—quality, joy, and Swedish heritage—across every wrapper, box, and bag.

With a distinct stripe pattern, an adaptable sticker system, and a custom typeface that radiates warmth, MAX Burgers’ refreshed packaging offers a unified, memorable customer experience—one that honors tradition while embracing innovation for a more delicious, sustainable future.

Deliverables

• Design Strategy
• Packaging Redesign
• Graphic System
• Sticker System & Labeling Approach
• Custom Typeface (Max Classic™)
‍• Artwork Production

Recognition

• CCA Shortlist
• Svenska Designpriset Shortlist

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