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 there were no proper packaging due to some ingredients being bought from wholesale. The company has a mission of reducing food waste, plus a sustainability pledge, therefore this needed to be considered for the packaging.

I hand illustrated the animals for the meat range whilst teaming this up with a recycle-paper look to give a more sustainable feel to the products. 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.

For the rice packaging, the kernels are also hand illustrated, and a clear window shaped like a bowl was added to let customers to see the product inside.