FOR IMMEDIATE RELEASE

"Joy To Go" Fast Food Packaging Blends Playful Character Design with Sustainable Materials and User Interaction

Joy Studio, led by Qingyu Du and Zhang Jun, has unveiled "Joy To Go," an innovative fast food packaging system that recently earned the Iron A' Packaging Design Award 2025. Developed in Beijing between April and October 2024, the project reimagines takeout packaging by infusing it with a cheerful character IP named Joy, transforming the dining experience into a playful and memorable event for consumers. The design's core philosophy is to let customers take home not just food, but also a sense of joy and positivity.

The packaging features vibrant, flat illustrations that seamlessly integrate the Joy character with various food items-such as a burger box topped with Joy's head, a fries box with a tomato fry man, and a cup lid featuring a diving figure. These whimsical elements are not only visually engaging but also interact with the packaging's opening mechanisms, creating delightful surprises as customers access their meals. Additionally, the Joy patterns can be detached and repurposed as bookmarks, extending the brand's cheerful spirit into everyday life.

Sustainability is at the heart of "Joy To Go." The packaging is crafted from recyclable paper and paper-pulp materials, using non-toxic, low-VOC inks to ensure food safety and environmental compliance. Its simple, efficient structure reduces material usage and transportation volume, while the reusable design encourages environmental awareness among consumers. The project's success is rooted in thorough research on consumer preferences, brand differentiation, and practical constraints, resulting in a solution that balances creativity, cost-effectiveness, and ecological responsibility.

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