Curious Foods

Chef designed 100% vegan meal kits

Brief & Direction

Curious Foods is Home delivered, 100% vegan meal kits, designed by chefs who specialize in plant-based cooking. Each kit includes pre-prepped ingredients to cut down cooking times and the brand focuses on reducing food waste. The company also supports biodiversity by incorporating amazing Australian ingredients.

Curious Foods was at the last stage of product trialing when they got in touch. They were confident in who they wanted to be as a business and had a great range of suppliers and recipes. They were almost ready to share them with the world and needed the right brand to help communicate their unique selling points.

Create a brand that’s appealing to meat-eaters who are keen to try a plant-based diet but don’t know where to start. The client was after a look that’s fun and engaging to make plant-based diet and cooking feel easy and exciting, removing the outdated stigma of it being intimidating or hard to maintain. Target market - Male and females living in urban areas both single and with families with middle to higher income.

We decided to focus on creating a brand look that visually communicates the company’s core aim. Curious Foods was established to help anyone discover and sustain an exciting, healthier, and more sustainable - plant-based life.

We wanted to celebrate and bring to life the paddock to plate experience they offer and highlight their transparent processes. We also wanted to showcase the high-quality plant-based ingredients found in each meal kit.

The Creative

We wanted the brand to feel fun and quirky. Meal kits are a big thing at the moment so there was no need to communicate the overall business idea and instead we could have a bit of creative fun with it. Cooking is such an experimental, playful process where mixing some seemingly different ingredients can create the most delicious results so we wanted our design to reflect this. The motto we used during the creative process was ‘Curiously different’

We created an eclectic pot of elements designed to delight the consumers and bring a smile to their faces. The paddock to plate process has been visualised in a playful way and hand illustrated, personifying the plant based ingredients. This graphic has then been used throughout the whole brand experience.

We drew and collated a suite of hand-drawn icons and vintage, as well as modern illustrations often interacting with photography to give the brand a very organic and joyful feel. Colourful but muted palette has been chosen to reflect the vibrant yet healthy nature of plant based eating.

A friendly modern serif font combined with handwritten elements gives it a bit of a food market feel while rustic-style photography ensures that the dishes look delicious and ingredients feel garden grown.