Having seen a stagnation child satisfaction and family sales, attributed to the lack of relevance of the Happy Meal. McDonald’s Sweden stood in front of a challenging problem: How can we revitalise a 30 year old food icon and ensure it remains as magical to families as when it first launched? Through a deep dive into the cultural context of Sweden we discovered that the relevance of Happy Meal is not anchored in competitive offerings but the culture of play and sustainability. Which is breeding its irrelevance among both little and large. The mandate was clear: The Happy Meal simply must move with the times and yet again become an icon to worth talking about.

Based on our strategy, the design direction was simple: give Happy Goggles the look and feel of a product launch for a great tech brand. There’s something inherently interesting in taking a 30 year old cardboard box, until now only seen as a container for food and reframe it like it was a product coming out of Silicon Valley.

We stripped back McDonald's identity system, to create a clean, minimal look that enhanced the feel of Happy Goggles being a true, iconic tech product. The vision was “Dieter Rams as the new design director at McDonald’s”!

“Hands on with McDonald's Happy Meal VR headset — and we're lovin' it!” - Mashable

The design was exported to an entire tech ecosystem containing: product websites, immersive gaming experiences and iconic product shots for grandiose placements. We even designed the event material for 12 restaurant releases across Sweden, acting as our own I/O’s!