Creative Agency LOVE has designed stunning new packaging for COOK's new premium range of hand prepared meals. Inspired by high quality ingredients and sophisticated recipes, the luxury packaging range features a combination of wood cut illustration and engaging copy lines to bring the six signature dishes to life.
Working to a very tight production budget, LOVE's core challenge was to create packaging with cut-through in a cluttered market and reinforce COOK's position as the most respected provider of prepared meals in the UK. COOK has been supplying the nation with high quality prepared meals since 1997 and was afforded the confidence to communicate key ingredients in a way that emphasized their personality; sophisticated yet playful.
"We drew on consumers' insights into what makes a night in 'special' and brought them to life in an lively and engaging way," said Emma Morton, LOVE's Designer. "We made the dining at home 'occasion' our focus to draw people in. We also embraced and emphasized the fact all COOK's dishes are lovingly handmade (by people and not machines) and reflected this in every element of the design."
"COOK has created a range of handmade meals that set the benchmark for quality, sophistication and flavour for frozen food. We want people to be amazed that food this good can come ready made and then flabbergasted that it is taken straight out of the freezer and put in the oven," commented James Rutter, COOK's Head of Communications. "The new packaging created by LOVE communicates the quality message in a unique way that big manufacturers can't match. LOVE appreciated what COOK is about and stayed true to our values when designing the new packaging. What's more, they were a nice bunch of people to work with and took the constraints of the project and turned them into positives."