| A brand identity and packaging prototypes for fictitious kitchen supply brand Play With Your Food, where cooking is a grown-up form of play and tools are your toys. |
Skills Branding
Logo & Identity
| As author Kristin Wong sums up, play is an activity “that’s imaginative, self-directed, intrinsically motivated, and guided by rules that leave room for creativity”— a definition that any passionate chef will tell you encompasses the practice of cooking. The playful somersaulting fork logo, along with the bright colors and illustrations, primes customers to see the tools as toys. |
Quality Packaging
The brand communicates not just play, but quality. Heavy paper packaging and the tactile experience of opening it – the bright blue interior revealing itself with an audible “pop” of the lid coming off – communicates the grade of the products within.
Advertisements
For placement in retargeting ads and cooking magazines. Introduces customers to the brand’s approach as well as their packaging, guiding them what to look for on shelves.
Process
I started brainstorming with the concept of cooking as a daily ritual, playing with religious imagery as well as staple flavors of many cusines. That led me to the idea of cooking as a critical outlet for creativity and emotional rejuvination, which in turn led me to the idea of play.
Iterations of of the “somersaulting fork” logo. This was the logo that won out in user testing, with people quickly equating it with both cooking and play.
I was in Australia while I put this together, so this project was full of hurdles like not being able to find the cardboard tube packaging I wanted to use. (You take for granted knowing which stores sell what in your home country, and even once I found some office supply stores, few were acessible on public transit.) So, I made my own tubes with cardboard mailers.
Early illustration tests. I leaned towards ingredients rather than finished dishes to encourage users to decide for themselves what they’ll make, rather than picking up the tool with preconcieved notions of what to do with it.
©Sam Rauch 2024