Indian meal kit maker Spice Craft asked Sydney-based design agency Jam & Co to work on a style that would reflect "the joy of cooking as a shared experience".
Seeking a design for both the pack form and packaging design for two Butter Chicken kits, Spice Craft wanted consumers to "feel drawn to [the product] and inspired and empowered to create a delicious meal for family and friends", according to Packaging of the World.
The meal kits enable consumers to cook authentic, restaurant-quality Indian food at home by providing a shopping list of fresh ingredients and high-quality Indian spices, packaged up in a digestible and fun format.
The final artwork was inspired by Indian mandala designs and wood print blocks, according to Jam & Co.
The logo is crafted typography housed in a box shape, representing the delivery gift box consumers receive.
The fabric print is taken from real sari bands and creates authenticity as well as acting as a subtle colour coding for the different product offerings.
Designers selected pack forms that looked premium, but were also user-friendly.
The initial brand launch was solely online, so a key element of the outer box development was to ensure it fitted within standard sized postage bags while containing all necessary ingredients.
