What makes In The Curious Kitchen so special, so standout is the spirit of it’s owner, MK. Founded on social & inspired by her own mother and grandmother, we were asked to infuse the packaging with the same type of storytelling and high-quality craft that was driving her online sales.
We combined custom gouache ingredient illustrations with premium packaging materials: a more tactile matte sticker label for bitters and jars, and a paperboard overwrap that can withstand some abuse for the cheeses.
Each package also includes an invitation to engage - a recipe to try out, just like the ones your grandmothers pulled off of a flour bag & claimed as their own unique creation.
The final result is 12 refreshed SKUs and counting across a variety of categories, ready to launch into national retail & beat out the big dogs.
The Challenge
In the Curious Kitchen had a product (okay.... MANY products) that people genuinely loved. But their founder is an ambitious woman, and she was ready for her products to hard launch into retail and move into a more elevated, giftable, worth-the-splurge space, alongside brands like Stonewall Kitchen and Blackberry Farm.
This was bigger than a visual refresh. The brand needed structure while maintaining it's soul - clarity on voice, positioning, product expansion, and how to show up consistently across packaging, digital, and marketing.
I'd say this was also THE inaugural LaunchPad project. High belief, high investment; the kind of work you do because you love the product and you really give a shit about it’s success.
