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HAPPY MEAL
VISUAL IDENTITY

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about

DELIVERABLES

Paper and plastic packaging

Book mock-ups

Presentations

Branded documents

Toy photography

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RESPONSIBILITIES

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Concept development

Design and layout

Print production files

Client liaison

Sales and marketing deck

Photography and retouching

Branding and VI

SOFTWARE

Adobe Illustrator

Adobe Photoshop

Adobe InDesign

Microsoft PowerPoint

HAPPY MEAL VISUAL IDENTITY

My work with the Happy Meal brand spans a wide range of areas, including:

  • Packaging design: Conceptualising and producing print-ready files for plastic and paper packaging, ensuring Happy Meal toys and books are housed in engaging, brand-aligned designs.

  • Photo-realistic mock-ups: Creating high-quality mock-ups of Happy Meal books for packaging designs. Since book samples are unavailable during the packaging development phase, I developed a reusable mock-up template for all future book titles, streamlining the process.

  • Branded presentations: Designing multiple Happy Meal-branded presentations that adhere to McDonald’s VI and style guide while reflecting the brand’s playful and dynamic nature.

  • Week sequence documents: Developing clear, visually engaging documents to help McDonald’s staff understand the sequence and distribution of Happy Meal toys for each program—ultimately supporting high-quality customer service.

  • Studio photography & post-production: Conducting professional studio photography of Happy Meal toys for use in Week Sequence documents, including post-production editing such as colour correction, deep etching, and retouching.

Book 11 & 12 sample bag_pattern.png

Happy Meal book paper packaging

Photo realistic book mockups

Paper bag packaging concepts

Happy Meal branded presentation template

Happy Meal Week Sequence for Minions program 2021 (several colourway options included)

© 2025 Vanessa Martinez

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