CERU Feelgood Food meal kit
packaging / verbal communication / promotional materials
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.
Client
- CERU London
Creative team
- Izvorka Jurić (creative and art direction), Igor Poturić (verbal communication), Jurica Kos (design, photography), Žarko Kuvalja (animation), Natalija Najjar (production manager)
The meal kits are wrapped in specially designed textile cloths 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.
All elements of packaging are entirely biodegradable and proudly made in Europe. The clothes are reusable: they can double as a headscarf, bandana, fashion accessory, tablecloth, or gift wrapping… All ingredients are vacuum-packed in a soft container made from 100% recyclable bioplastics, an eco-friendly alternative to ordinary plastic, made from natural materials that are abundant and renewable.
The versatile CERU cloth format is modern and easy to wear in many different styles – as a headscarf, neck accessory, bandana, and more. The fabric feels soft and silky on the skin while also being durable and wrinkle-resistant.
Each meal kit has a labeling system with menu names, a card with the CERU sustainable story, and a recipe card. All paper materials are printed on eco-paper made through an upcycling process. The regular paper combined with leather fiber gives the paper its unique finish and soft, velvety touch.
Take care of the planet – use reusable fabric to wrap your gifts.
Awards and honors
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published in book Pregled hrvatskog dizajna 21/22
Croatian Designers Society, 2022, Croatia
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award of excellence and part of “Exhibition of Croatian Design 21/22”
Croatian Designers Society, 2022, Croatia
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published on Packaging of the World
2022, International
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Pentawards Certificate of Excellence – Sustainable design
2021, Pentawards, Worldwide
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finalist in the “Design” category IdejaX Best of Ad-Making
2021, Croatia