Usually in grocery stores you don’t expect a good design for the prepared refrigerated case. Foodland, a Hawaiian grocery chain, is stepping to the curb by pairing up with the talented folks at Welcome Stranger on a regular basis. Foodland worked closely with Welcome Stranger to design, strategize and brand this new meal set that is tailored to the tastes and eating habits of Hawaiians. Calabash (named for wooden bowls commonly found on Hawaiian dining tables) is a mix-and-match system of Hawaiian staples with multiple main dishes and sides to choose from. This subdivided approach is evident in the design for Calabash. The main logo is made up of stencil-like letters, and the branding pattern is made up of individual patterned cups. The labels are also very modular and have a common system throughout the suite, where colors, photos and typography are swapped as needed.
Calabash Meal Kit Brand & packaging design by Welcome stranger.
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