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Max ambition is to become a global role model regarding sustainibility. They want to show what a large player can do to prevent waste and icrease engagement in recycling. A focus area at Max is to improve end of life cycle of packaging, and their goal is that all guest packaging should be sorted, collected and treated in a manner so it can be reintroduced into a new production cycle. In order to achive this they have two main challenges:      

1. Source seperation
︎︎︎This is where the guests are expected to seperate their waste into different fractions.

2. Contaminated fractions
︎︎︎There are no working recycling process for packaging contaminated with food.

Max wanted us to explore how the design & communication of the packaging can contribute to disposal of right packaging in the right fraction. They also wanted us to look at how the recycling stations can be developed to reinforce the logic between design, communication and source seperation.

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Max Hamburgers
Sustainable Packaging concept
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ILLUSTRATION
MOTION DESIGN
PACKAGING DESIGN
REBRANDING

To create an effective communication and design solution, Max needed a rebrand that would support their mission toward a more circular society. The new identity had to embody sustainability without compromising their most valuable asset: taste. With a playful and engaging visual approach, the rebrand aims to resonate with Max’s broad audience while reinforcing their position as a sustainability leader in the fast-food industry.

Currently, Max uses over 20 different packaging solutions, many of which are unnecessary and at high risk of contamination—making them unrecyclable. One such example is the Grand Deluxe Burger box. Our solution was to replace it with a custom-designed wrapping paper aligned with the new visual identity. This paper also features a simplified recycling symbol to guide customers at disposal stations. Each category (compostable waste, cups, and hard packaging) is clearly marked on both the packaging and the recycling bins, ensuring a seamless and intuitive recycling experience.

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Take away

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For the customers buying take away, we developed a multi functional packaging that would contain both burgers, fries, nuggets and onion rings. To prevent the packaging from becoming contaminated with food, each meal is wrapped in paper so that the packaging is kept clean and thus recyclable. In addition, the new packaging is designed so that every meal easely can be eaten directly from the package.