lunchables

Package Design | Branding

Lunchables is a brand of combo meals targeted for school-age children as the perfect lunchtime meal. This reimagined and rebranded packaging concept explores the nostalgia today’s parents associate with Lunchables through their experiences as children. This is developed through retro typography, a primary and youthful color palette, and a shape that is suggestive of vintage tin lunchboxes.

A brand pattern of geometric shapes reinforces the feeling of youth and nostalgia, in order to appeal to the children themselves, while incoporating the brand’s name and imagery representative of the items often included in the boxes, like crackers. Besides the physical experience of opening the vintage-inspired lunchbox, the packaging features an AR gaming experience for children to win money for their school. This creates yet another interactive experience for the child.