Design and art direction for the McSpicy launch for McDonald's UK, with a visual identity based on spice tolerance. Spice is subjective—what’s mild for one may be intense for another. So we asked the nation: how spicy is the McSpicy for you? The #McSpicyDebate was a social-first campaign with TV, OOH and social featuring polls linked to DOOH boards, and a custom logo and typeface reflecting spice tolerance.