This project aims to create a logo and brand identity for a meal kit company, then design the packaging for a meal kit box and a thank-you card to go inside the box.

Culinary Crafts

Gourmet Meal Kits

Busy urban professionals aged 25-45 who value convenience, health-conscious eating, and restaurant-quality meals at home. This audience seeks convenient meal solutions that are easy to prepare, flavorful, and made with high-quality ingredients.

The packaging should convey the convenience and sophistication of UrbanEats gourmet meal kits, enticing customers with its modern design and appetizing imagery. It should communicate the brand's commitment to fresh, high-quality ingredients, chef-inspired recipes, and effortless cooking. The design should be practical, with clear instructions and minimal waste.

$50 CAD serving 2 people per box

Meal kits will be available for purchase in upscale grocery stores and specialty food markets, as well as online through the company's website. The packaging should be suitable for shelf display and shipping, with an emphasis on preserving the freshness of the ingredients.

Gourmet

Convenient

Fresh

Chef-inspired

Sophisticated

Flavorful

Modern

Effortless

High-quality

Time-saving

Fun

This step typically happens anytime during the creative process. Mood boards allow me to put myself in the headspace of the target audience by thinking of moods, atmosphere, and colours associated with the starting idea. From this, I can get an idea for colour palettes, typography, textures, and other images that align with the brand identity. I create mood boards using websites like Pexles, Unsplash, and Pinterest; however, these photos are not meant to be used in production as they are often under copyright.

During this step, I create a unique logo that fits the client's needs. For more information on my process during this step, check out "Logo Creation and Design" on my portfolio. This client required that the logo be only one colour so that it could be used on multiple types of products in the future, so the focus was on typography.

This is where I take all the elements and ideas provided to create packaging that aligns with the brand identity and the client's needs. For this project, I used stock photos of fruits and vegetables to create vector versions, which were then made into a pattern. The outside of the box uses colourblocks to create a unique look that can be easily changed for different products. Inside is the previously mentioned pattern and a space where the consumer can find step-by-step cooking instructions and a QR code for a video tutorial. The final design includes all vector shapes, the colour pallet, the dieline template, and the mockup.

The last part of this project was to design a thank-you card for the product. This card was made in Indesign and used elements aligned with the now-established brand identity.