Our private label client Delhaize was keen to introduce an inspirational range of international spice mix kits for burgers and other worldly culinary creations. The brief was to develop a packaging identity that invited consumers to travel across the world in search of truly authentic street style recipes. Each spice mix is represented by its city of origin; a Moroccan ‘kefta burger’ from Marrakech, Turkish ‘kebab pita’ from Istanbul or even a Vietnamese ‘bahn mie’ from Hanoi. Each complete kit itself is an inspirational tool that engages and educates consumers in the experimentation and discovery of new food recipes and experiences. Our design was inspired by the charming and rustic restaurant signs seen across the world, supported by mouth-watering Instagram style food photography.
With eight ‘easy-to-use’ spice mix kits in total, we looked to target the experience driven young adult foodies, who’s open mindedness and appetite for discovery is a real motivation to share and explore.