The Kitchen is an extension of the grocery store Whole Foods that supplies pre-made and ready-to-eat meals. San Francisco-based companies Moniker SF and Rubber Design Co. teamed up to design the packaging for The Kitchen's meals and created a brand identity that was simple and straightforward.
This packaging uses minimalist typography and colors to convey a wholesome message that corresponds with the Whole Foods brand. Each ready-to-eat meal is labeled with pastel icons that are cut out of different textural prints. The icons resemble ingredients such as fruits, vegetables and animals that reflect each the contents of each box.
The packages also make use of simple solid colors such as light brown to represent wholesome and local produce. The use of phrases such as "Honest to Goodness" and "Good to Go" also provide consumers with insight to the convenient and wholesome products.
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