CERU Feelgood Food meal kit

CERU is a brand of London-based restaurants serving contemporary Levantine cuisine at its freshest and finest. The task was to design a packaging solution for the delivery of fresh or partially prepared restaurant food – “Cook at Home” meal kits. The design had to align with CERU’s existing visual identity and brand guidelines.

The solution is a meal kit that brings together two things CERU is passionate about – delicious, healthy food and sustainable innovation.

The “Cook at Home” kit was designed with the environment in mind, using local suppliers, British produce, and biodegradable and reusable packaging. Each kit comes with perfectly proportioned ingredients, spices, and sauces, helping to reduce food waste while providing a convenient cooking experience. The entire concept aims to create a positive user experience while caring for the planet.

We also developed a packaging strategy that communicates CERU’s commitment to more sustainable practices. The main element of the eco-friendly packaging is a reusable, lightweight textile cloth used to wrap the meal kit. The cloths feature patterns inspired by the Levant’s beautiful geometric tiles and distinctive Middle Eastern motifs of nature and animals. The colours were carefully chosen to evoke the vibrant kaleidoscope of the region’s cuisine and landscape.

Each meal kit features a labelling system with menu names, a card presenting CERU’s sustainability story, and a recipe card. The promotional part of the project included project naming and the “Feelgood Food” logo, copywriting and press materials, a promotional video presenting the story online, photography of the packaging and reusable cloth options, and promotional materials for social media.