ILLUSTRATION, GRAPHIC AND PACKAGING DESIGN
SIK FAN
Brief
To develop a design that embodies the brand identity and consumer needs of a meal delivery business.
The Ask
Market and Consumer Research
Graphic Design
3D Packaging Mock-up
Competitor Research
Upon conducting a market analysis of current offerings in the North American market, there was clear opportunity to fill a niche gap.
Analysis
Product: All current meal kits focus on providing a variety of cuisines with fresh ingredients. In fact, many of the current offerings even promote options that allow consumers to try new foods they typically wouldn’t.
Price: Offerings range from ultra premium to value depending on the quality of ingredients and quantity.
Promotion: Typically advertised on social media formats but utilize packaging as the most prominent brand identifier.
Place: All home delivery
Opportunity: Gap available for a cuisine specific meal kit that focuses on providing an option that is guaranteed to taste good and familiar. Simultaneously, this offering can retain the convenience of competitive meal kits.
Consumer Research
Asian Americans are projected to be the nation’s largest immigrant group by the middle of the century.
To this population, food is an essential part of culture and heritage. Yet, when cooking on their own, young Asian Americans struggle to:
Have the time or energy to learn traditional recipes that are typically passed down from prior generations
Shop for ingredients with their busy schedules
Cook portions just enough for themselves
When surveyed, 9/10 young adult asian Americans stated that a major reason they avoid meal kit services is because they prefer to eat their ethnic cuisine for majority of the week. In fact, they crave the recipes from their parents or even grandparents on the daily.
Colour
Red and yellow signal feelings of hunger and are also commonly associated with asian heritage.
Contrast
Differing tones to allow emphasis on the brand name and key text.
Hierarchy
Allows for the most important imagery/text to be processed upon first glance.
Repetition
Consistency in colours, fonts, words and shapes to create a cohesive design.
Proximity
Ensure the logo and other brand specific elements are in close range to food cues.
Balance
Infuse a good balance between simplistic elements and complex to avoid visual overload.
Design Process
Concept
Presenting Sik Fan, a meal kit delivery service focused on providing both traditional and modern asian cuisine to your doorstep.
