Can a sleeve make you hungry?

PROJECT: Freelance
case: Tempty Foods
PROduct: Packaging design

CHALLENGE 

The food startup Tempty Foods specializing in mycelium-based plant protein products needed a packaging design for the commercial launch of their first product. The packaging had to demystify this new product and explain how it can be used, align with the company’s brand identity, distinguish from other protein alternatives on store shelves, appeal to their target group, and fulfill a long list of legal requirements for food packaging.

PROCESS

The first step was to gain a thorough understanding of the brand and target audience and for that, a competitor analysis was made. Design constraints were set through meetings with the manufacturer. A conceptualization phase on how to make the product stand out began and a photo shoot was held. Different design proposals underwent iterations with the company and were tested by users in food festivals, and through questionnaires and a focus group interview.

OUTCOME

The final dieline for the product has a playful and humoristic style to attract attention. The sleeve has a cut-out to display the product - something consumers requested for product demystification. The cutout has an organic shape to align with the brands soft and organic aesthetic. The sleeve also included cooking tips, waste instructions, product details, a product photo, nutrition facts, and essential legal information. With the finalized dieline, Tempty was ready to move forward with the production phase of their product launch.