happy meal rebrand
Branding, Illustration, Procreate, Adobe Illustrator
I designed and constructed a promotional Happy Meal that integrated McDonald’s branding elements with the popularized "cottagecore" aesthetic, highlighting a connection to nature and slow living. The packaging and visuals feature woodsy, nature-inspired designs, with the goal of introducing kids (ages 6-13) to the concept of cottagecore and the connection between humans and animals. The meal includes a 6-piece chicken nuggets, fries, a drink, and collectible animal-themed playing cards to educate and engage children.
background & research
At the start of the project, I took time to understand core elements of McDonald's branding that are used across all meal items to make sure my design stayed true to their look and feel. Most of my research was centered around the cottagecore aesthetic and exploring its themes of nature, simplicity, nostalgia, self-sufficiency, and cozy comfort in order to determine which elements to incorporate into the packaging.
illustrations
For this promotional branding, I focused on illustrations to capture the handmade charm of the cottagecore aesthetic. Since many cottagecore enthusiasts are passionate about crafts and DIY projects like knitting, baking, gardening, and foraging, I incorporated these elements into the design of the main box and meal items. I chose a color palette that combines earthy tones with bright, cheerful accents to create a warm and inviting look that appeals to all audiences.
design & construction
To create the templates, I deconstructed actual Happy Meal components, took precise measurements, and recreated them in Illustrator. After applying my designs to the templates, I printed and assembled them to evaluate how the artwork looked in physical form. From there, I made final adjustments and edits before moving forward with the final print production.
