Chicken Kitchen Branding Lets the Illustration Dictate the Carton's Shape

 - Dec 3, 2013
References: wildfireideas & thedieline
It's standard and typically more economical for a company to order mass-produced containers on which they then incorporate their branding, but Chicken Kitchen packaging represents a slightly out-of-the-box approach. Looking rather like the thin folded cartons that hold takeout donuts, this little crate design embodies enhanced contours.

The top of the handle has not been cut across with the usual straight line; instead, it has a couple of rounded projections that accommodate the extension of the illustrations on the box. The Wildfire studio worked bold cartoons of the rooster mascot into Chicken Kitchen packaging and strove to make an image that would overpower the carton. Similarly, the pictures on the stickers extend beyond the generally circular form and the container sleeves have exaggerated handgrips.