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 CERU restaurant packaging solution for the delivery of fresh or half-prepared restaurant food – “Cook at home” meal kits. The design had to be within the existing identity of the CERU restaurant and follow 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 has been 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 reduce food waste – and in sustainable packaging. All this aims to make a positive user experience while caring for the planet.

We also came up with a packaging strategy that tells a story about CERU’s commitment to work more sustainably. The main element of the eco-friendly packaging is reusable, lightweight textile cloths that the meal kits are wrapped in. Clothes are designed with patterns inspired by the Levant’s beautiful geometric tiles and distinctive Middle Eastern motifs of nature and animals. The colors are carefully chosen to evoke the vibrant kaleidoscope of the local cuisine and landscape.

Each meal kit has a labeling system with menu names, a card with the CERU sustainable story, and a recipe card. The project’s promotion part includes project naming and the “Feelgood food” logo, texts and press materials, a promo video to present the story online, photography of the packaging and reusable cloth options, and promo materials for social networks.