MAGICAL CLIMATE CRUSADER'S HAPPY MEAL
BRIEF
The goal of this project was to develop a new McDonald's Happy Meal catering to a specific target audience, employing a design process that encompassed thorough research, conceptualization, design, and execution phases. The Happy Meal includes a main dish, fries, beverage, and a toy, seamlessly integrating key elements of McDonald's branding alongside a chosen thematic focus. The aim for the Happy Meal is to intertwine imagination and real-world environmental challenges. I chose something I was passionate about in hopes to spread awareness.
CHALLENGE
The objective of this Happy Meal lies in creating a captivating and entertaining experience for children while subtly educating them about climate change and environmental conservation. Designing packaging and an activity that convey the theme of magical guardianship of the planet, while also promoting sustainability and eco-consciousness. Balancing the whimsical and educational aspects effectively to engage young consumers and inspire them to take action toward protecting the environment is the ultimate goal of this Happy Meal.
ROLE
Research, Illustration, Packaging Design
TOOLS
Illustrator, Procreate
TEAM
Solo Designer
WHY
School Project
MAIN BOX
To infuse the Happy Meal with a visually captivating appeal while addressing the serious topic of climate change, I chose to utilize illustrations as the primart design element. Opting for a cohesive approach, I created a large illustration spanning multiple sides of the Happy Meal box, employing vibrant colors against darker backgrounds to evoke a magical atmosphere. Complementing the illustrations, informative snippets about climate change are strategically placed on the sides to educate the audience, ensuring an engaging and enlightening experience for children.
9 PIECE CHICKEN MCNUGGETS
To align with the theme of climate change, I opted for a nine-nugget meal instead of six, symbolizing the nine major energies impacting the environment. The chosen colors were carefully selected to complement the overall aesthetic of the Happy Meal, ensuring a cohesive and visually appealing presentation.
SMALL FRY
I decided to depict the impact on ocean life, focusing specifically on coral, for the fries illustration. Coral reefs are vital ecosystems, offering protection against erosion and serving as habitats for various species. Additionally, I incorporated McDonald's fries in to the illustration to subtly integrate them into the natural environment, given their resemblance to coral formation.
SMALL DRINK
To highlight the significance of biodiversity in combating climate change, I chose to illustrate its importance on the small drink packaging. I emphasized the interdependence between animals, the environment, and humans, showcasing their roles in purifying air and water, regulating the climate, and facilitating plant production. Incorporating Ronald McDonald into the illustration further enriches the narrative, reinforcing the message of environmental guardianship and collective responsibility.
TOY - CRUSADER'S ELIXIR KIT
The focal point of the toy component is the "Crusader's Elixir Kit," meticulously designed to instill a sense of environment activism in both children and adults. This interactive kit empowers users to cultivate various types of plants, symbolizing their contribution to combating climate change by nurturing green spaces. Through hands-on engagement with the kit, children not only learn about the importance of biodiversity and ecosystem preservation but also actively participate in environment conservation efforts. By fostering a connection between individuals and the natural world, the "Crusader's Elixir Kit" encourages a sense of responsibility and inspires action towards a sustainable future.
PROCESS
RESEARCH
At the beginning of the project, I conducted research into McDonald's branding and the foundational elements that have shaped the identity of the Happy Meal over time. Concurrently, I delved into comprehensive research on climate change to refine that focus and design direction for the project. This dual research approach enabled me to strategically align my theme and design with both the iconic attributes of McDonald's branding and the pressing realities of climate change, ensuring a cohesive and impactful outcome.
SKETCHES
I created initial sketches on Procreate for the Happy Meal, aiming for engaging compositions that draw viewers into the environment. I used bright colors to enhance the playful atmosphere, ensuring that the designs evoke a sense of joy and wonder.
ILLUSTRATIONS
From the start, I aimed for all packages to include lively and imaginative illustrations, easily accessible to people of all ages. These illustrations were exclusively created using Procreate.
TEMPLATES
PROTOTYPING AND CONSTRUCTION
In order to develop the templates, I disassembled the original Happy Meal packaging, measured each component, and recreated them using Illustrator. I then printed these templates on plain letter paper to ensure their accuracy. Once the designs were finalized, I printed them again on letter paper with the full designs on visualize the assembled result. After making any final adjustments, I prepared for the ultimate print.
REFLECTION
I considered this project a valuable learning opportunity in blending branding with unique designs. Initially daunting, the project gradually evolved into an enjoyable experience as I delved into intricacies of branding. This experience expanded my perspective on the multifaceted nature of design and its crucial role in conveying a cohesive brand identity.
