The brief was to design a new packaging for Happy Meal. McDonald's has been using paper bags for Happy Meal for a while. Furthermore, the package design must contribute to McDonald's communication as a whole (ie.I'm loving it).

The challenge is to design a package that can put a smile on a child's face, and not just a box that holds food and toys. That's the only way for our design to be part of the 'I'm loving it' campaign.

- Happy Meal sales volume has increased- Kids collect, not only, toys but the boxes

The idea is to, obviously, start from 'Happiness'. Everything about happy meal should bring happiness. We want to keep it simple. We want to put a smile on faces, and we figured kids want the same thing. They will be happy when they put a smile on the face of other kids, so that was what we did. Every time a kid lifts up the happy meal box, the sad face on the box smiles.