Magical forest - MCD Happy Meal

MAGICAL FOREST

A Happier Meal Product Bundle

branding children educational fastfood forest illustrations infographic McDonalds Packaging Sustainable

McDonalds, in the better M programme, has outlined 5 priority areas that the company is going to take more action;

Packaging and recycling, climate action, beef sustainability, youth opportunities and commitment to families.

BRIEF

Redesign a happy meal package that uses sustainable materials, reducing plastic and waste materials, yet maintain the functionality of the original packaging.

- Happy meal toy should be a sustainable play object.

- Teach children about environment through an informative storytelling theme that aligns to McDonalds core value

PRODUCT CATEGORY

McDonalds Happy Meal: nugget set

PROBLEM

The current Happy Meal box does not have enough space for the drink and toy, therefore using up more paper bags and packaging per order. The original packaging is also single-use and does not serve any purpose which turns into trash after consumption.

CONCEPT AND IDEA

This Happy Meal aims to be more sustainable compared to the original Happy Meal by removing all plastic packaging and plastic toys. Educational elements like infographics and AR elements are printed on the undersides of the packaging, making it educational and interactive. The Happy Meal toys and display animals can be used to interact with the packaging - leaving no part of this packaging go to waste and eliminating single-use packaging that turns into trash after consumption.

It aims to maximise packaging materials as the outer sleeve and inner box can be printed on one paper that is easily folded and assembled into the packaging without glue. This packaging is also bigger and more compact to fit in the nuggets, fries, drink, toys and other components, all in one box, that prevents wasting more packaging materials.

PACKAGING DIMENSIONS

18 (l) x 11 (w) x 29 (h)

VISUALS & ILLUSTRATIONS

Fun, bright & colourful colours are used to create interesting illustrations and compositions of plants and flowers in the magical forest. Helping children see the beauty and uniqueness in nature, forests, trees and plants.