We’ve just created a brand identity including a range of packaging for COOK’s new super-premium hand prepared meals. Working to a very tight budget, our challenge was to create luxurious packaging reflecting the quality ingredients and premium price point of the dishes (oh, and have stand out in an increasingly cluttered market). The designs feature a combination of wood cut illustrations with insightful copy which bring the key ingredients to life in a fun and engaging way.

We focused on the occasion and rituals that make ‘a special night in’ to draw people in rather than (expensive and commonplace) food photography.

All bells and whistles can be found from metallic ink and emboss…

…to reinforced folds where people slide the tray out to have a look at the food (everyone does this)…

…to the name of the chef who cooked your meal…

Big high fives to James at COOK and the LOVE. team of: ChrisM, Emma, Bev, Kat, Dani, Vickie and Sarah (and of course Ste Owen for art directing Tommy and The Machine on these shots).

Also there were Mr Smith, Mr Simpson and Mr Beardsell from Music, who had been nominated for two awards. Rather disappointingly none of them was wearing a tie. This is what people with no ties look like:

It was an excellent night, and we were lucky enough to receive a Gold award for the Silver Cross packaging, designed by Miss Emma Morton. Emma’s sat on a beach in Brazil at the moment, so couldn’t attend. Well done Emma – in case you were wondering, you missed out on monkfish mail course with tomato mash, and a little pumpkin tart starter thing. It was nice. Here’s your award – you can pick it up when you get back, but don’t take it out of the office.