By using holographic paper that's scientifically proven to scare birds by refracting sunlight, we decided to create a pack to protect the fries at the very moment they're being eaten. We also decided to continue the ‘scaring’ theme through to the art direction and typography. Taking inspiration from Escher's Bird Series we created bespoke, angular designs on a grid system for each pack, complimented by aggressive type-style. This proved to be a visually arresting yet pragmatic deterrent and therefore solution.

It worked. We created packaging that protected Hungry Jack's customers' fries while they enjoyed them in the sunshine. Which in turn made them love the brand even more. See below for confidential results.