Making QR codes fun!
Custom QR code illustrations and playful stickers for holiday chocolate bars.
In 2021, Thackway McCord continued its tradition of collaborating with artists to create unique holiday gifts for clients. The concept centered around transforming functional QR codes into engaging pet portraits, each linking to a personalized digital experience. The project encompassed art direction, design, illustration, motion graphics, development, packaging, and promotional materials. The innovative approach garnered industry recognition, including an Indigo Design Award in 2021 and a Communication Arts Illustration shortlist.
Concept development & creative direction
The project began with the idea of reimagining QR codes—ubiquitous during the pandemic—as playful, hand-drawn pet portraits. This approach aimed to infuse a sense of delight into a typically utilitarian element.
QR code illustration & development
Each QR code was meticulously illustrated to resemble a pet while maintaining scannability. This required careful consideration of the error correction capabilities inherent in QR codes, allowing for creative manipulation without compromising functionality.
Packaging design & typography
I designed the chocolate bar packaging to showcase the illustrated QR codes, using a clean typographic approach with Monotype's Cotford typeface. The contrast between elegant typography and playful, glitchy codes created a distinctive look that reflected our team's aesthetic values.
Animation & digital experience
Scanning each QR code directed recipients to a custom landing page featuring an 8-bit animated version of the pet portrait. These animations provided an interactive bridge between the physical product and the digital experience.
Companion stickers & physical assets
A series of stickers featuring the pet illustrations were produced as supplementary gifts. These tangible items extended the campaign's reach beyond the initial interaction, offering recipients a lasting memento.
Social media & campaign extension
The animated pet portraits were shared on platforms like Giphy, enhancing the project's visibility and engagement. This organic spread extended the campaign's reach beyond the immediate recipients of the chocolate bars.
Results & recognition
The project was well-received by clients and the design community, earning accolades such as an Indigo Design Award in 2021 and a Communication Arts Illustration shortlist. The innovative use of QR codes demonstrated the potential for creativity in everyday elements, reinforcing the brand's commitment to thoughtful design.