During my time at Gousto, a British meal-kit start-up company, I led the packaging redesign in their brand marketing team. The brief was to create a range that is more artisanal to showcase the premium values of the products, as they didn’t actually have proper packaging with some ingredients being bought from wholesale. The company has a mission of reducing food waste and a sustainability pledge, therefore the packaging needed a nod towards the company ethos also.

I hand illustrated the rice kernels and animals for the meat range whilst teaming this up with a recycle-paper look to give a more sustainable feel to the products. For the rice packaging, the window allows customers to see the product inside as well as playfully alluding to a bowl. The labels included a couple of specialty meats — pulled pork and ham hock — as well as the generic beef, chicken, lamb and pork. Different colours were used so customers can easily differentiate the types of meat upon opening their Gousto box, whereas a more stylised typographic approach was developed for the specialty meat labels.