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 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.

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