Mindful Chef Packaging
Packaging redesign for Mindful Chef, one of the UK's leading healthy recipe box services. As a fast growing company, there was an urgent need to refresh and unify the brand across every physical touchpoint.
PACKAGING · BRANDING
As the sole in-house designer, I redesigned the packaging system across recipe boxes, paper bags and recipe cards, the first time the visual identity had been applied consistently across all customer touchpoints. The work involved developing new pattern systems and bringing coherence to a brand that was scaling rapidly across print, digital and packaging, from the delivery box landing on customers’ doorsteps to the recipe cards and ingredient pots inside.
The launch of Mindful Chef Frozen marked a significant moment for the brand, its first move beyond recipe boxes into chef-prepared ready meals, representing an entirely new product category and customer proposition.
PACKAGING · BRANDING
I led the packaging design, food styling and art direction for the product photography and lifestyle shoot. The range launched in early 2019 with four meals, and went on to expand into further frozen products including pre-portioned smoothies.
Frozen meal sleeve design
Frozen meal sleeve design
