Reclaim Happy

Happy Meal sales were faltering.
McDonald’s was selling out to partners who took all the credit for the joy they were giving kids. Plus using bags to reduce costs had removed the unique unboxing experience.

I led the insight, strategy and package design system to reclaim Happy.
Bringing the red smile logo to life as the consumer package for the first time ever.

Once the iconic box was established, the collab design system preserved our brand while incorporating a design twist from our partners. Allowing Happy Meal to come to life in their worlds instead of just being a billboard for their brand.

Long term brand consistency turned the Happy Meal box into a cultural icon in social, fashion and kids memories.

In fact, the red smiling Happy Meal Box became such a beloved star that it took the spotlight as a Happy Meal toy itself in the Lil McDonald’s Happy Meal!