Meal subscription services – the concept of ingredients, individually portioned up for cooking meals delivered at home – is booming. They are a convenient way to make evening meals without the hassle of planning recipes and visiting the supermarket.

Three meals are delivered each week with portioned ingredients and easy instructions for cooking. The recipes take little time to prepare and the results are impressive thanks to chefs effort behind each recipe and sauces. It’s a step up from ready-meals as the food is prepared by hand, giving people the pleasure of cooking it.

These meal-kits are made to empower people to cook tasty and nourishing meals at home, with the best ingredients, providing a sense of mastering in the kitchen.

Our goal was to elevate the new branding and packaging to align with the high-end product and experience they offer, creating a more emotional connection with the brand. To align the visual narrative with the qualities Kokkeløren represent, we created an energetic and flexible system for communication, with a touch of nostalgia embodied in the chef-mascot, positioning Kokkeløren as a more contemporary and friendly brand offering a stronger connection to a service that many people experience several times a week.

The subscription meal-kit comes in two sizes, for 2 and 4 people, and is delivered in refrigerated cars, removing the need for ice bags, in an effort to minimize waste and optimize space. We also introduced numbered paper bags to organise each dinner in the fridge, extending the unboxing experience.

The smaller dinner-kits for two people come in custom-designed boxes with sleeves, and are sold in retail. Observing the ready-to-eat category language, we saw an opportunity to provide a more memorable, premium and fun experience, clarifying Kokkeløren´s position as a quality-focused meal-kit provider, and creating a stronger synergy between the retail and subscription experience.

Each sleeve has a recipe colour, inspired by the flavour profile of the recipes, their ingredients and/or origin. The trapezoidal prism shape offers a unique and structurally strong box with a memorable presence in retail, with proportions that are good to hold and handle. The sleeves are printed on both sides, completed with a step-by-step recipe on the back, and a tear-off to open.

The concept also introduces a wide colour palette and a fresh take on photography to better echo the wide selection of food cultures and complex flavours found in Kokkeløren’s recipes.

The strategic goal for the redesign is to elevate the branding and packaging to align with the taste experience that Kokkeløren offers, catering to consumers looking for a more meaningful and emotional connection to what they eat, supporting brands that nurture a growing network of small-scale and local producers.

While maintaining a strong synergy to the subscription service, we apply a bolder use of colour and an extended palette, combining photography and illustration to help clarify the product category and to offer a friendly, highly crafted and joyful experience.

Different templates were created to support the communication of each dinner-kit and the weekly meal subscription to highlight the ingredients, showing the making, costumers feedback and other relevant info about the dishes.

Valizas with its fun and flow-y appearance makes this typeface one of a kind with a unique and cheerful expression. Each character perfectly balance contemporary crispness with a touch of nostalgia, making it into a very food-friendly choice. The contrasts also reminds of a calligrafic style adding a human touch that is often hard to find in a sans serif typography.