McDonald's wanted to create a sub brand for their Late Night Menu that would appeal to a young adult demographic. Retro characters from the 60's and 70's were a pop culture trend at the time, so I came up with this concept to revive their iconic character Speedee to be the ambassador for this Late Night initiative. I gave Speedee a youthful new look along with a new tagline "The Night is Young", and he was intentionally designed with a nostalgic flat color look which would work perfectly for simplified offset printing requirements on McDonald's packaging. Unfortunately this concept never made it to market, but I've had plenty of people ask me where they can get the awesome t-shirt shown below!
