The new year has McDonald’s rolling out a new design for its take out bags. The fast food giant says the U.S. was the first country to see the new packaging which was introduced in January. The global rollout in over 36,000 restaurants will happen throughout 2016.

“Even the biggest companies in the world understand the need for targeted packaging,” says Asher Lichtman, VP Sales and Marketing at The Unique Group. “McDonald’s has a need to stay progressive as much as—or probably even more than—most other companies because they are at the forefront of their industry. What better way to further highlight its brand than through a more visible, customized package?”

The new branding includes bigger type that covers considerably more space on the bags and on cups. Another big step for its packaging is a commitment to use 100% recyclable material by 2020. McDonald’s aims to show off its status as a modern, fresh and relevant brand by having the new packaging showcase these traits. The chain even took it a step further by enlisting two students from Miami International University of Art and Design to create couture designs using the new packaging.

“A big part of marketing relies on packaging,” Lichtman continues. “Obviously this is a point McDonald’s recognizes and is making changes to better capitalize on its brand.”

The Unique Group works with global brands to bring their custom label and packaging ideas to life. More information about the company can be found at www.TheUniqueGroup.com. Follow them on Facebook, Twitter, Instagram, LinkedIn, and Pinterest.