Meal kits are fresh, prepped, with pre-measured ingredients assembled to create a meal for two to four people. These unique products are gaining popularity across the globe. They offer the consumer something everyone needs more of: TIME. Rootworks wanted a ground-up development of the brand right from the visual identity to the packaging concepts. The biggest challenge was to communicate, ‘convenience’ through our design.
Rootworks was new to the meal kit game and with pre-existing competition it had to get it right in the first go. The concepts were designed with a modern and minimalistic approach. The design not only had to be aesthetically pleasing and striking but also communicated a very strong value proposition i.e. save time and get more value for money. The concept appealed to the younger audience who live a busy life, wanted home cooked food for health reasons but also want to spend minimum time in the kitchen.