In The Curious Kitchen Brand Identity & Packaging Design

There’s a LOT that led to this final design: research, exploration, and TONS of iteration.  While I can’t share the early-stage work here, I’m always happy to talk through the thinking, process, and decisions that shaped the final system.

If you’re still curious, reach out! There’s plenty to chew on.

Give me the Deets

More of the good stuff

Giving Shape to Something Bigger

Next Project

More of the good stuff

Giving Shape to Something Bigger

Next Project

More of the good stuff

Giving Shape to Something Bigger

Next Project

More of the good stuff

Giving Shape to Something Bigger

Next Project

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.

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.