“Five million recipe kit meals are now ordered every month, replacing tired standbys such as beans on toast and microwave lasagne. From nowhere, it has become one of the fastest- growing categories of online shopping.” Guardian, March 2019
When Gastronomics first approached us with their culinary concept, the average home cook had a repertoire of only seven recipes whilst meal kits were gaining popularity. Of course, we couldn’t have predicted the soaring demand that COVID-19 would bring just a year later, which strategically coincided with the launch of Gastronomics.
Like their competitors, Gastronomics promises quality, organic ingredients, healthy eating and easy to follow recipes. However, no-one has looked to create such a high-quality recipe box service. The majority of their competitors have opted for a very safe and familiar aesthetic, drawn from TV chef cookbooks. Gastronomics, by contrast, were looking for something to communicate a more elevated dining experience while still feeling approachable and simple to use.
The client already had a name for the brand: Gastronomics. It leant into the popular fusion of food and science in contemporary cooking, popularised by Michelin-starred chefs Heston Blumenthal, Ferran Adriá and René Redzepi.
We needed a brand message and tagline that would convey a similar message; that this is a brand set to impress the most serious foodie, and facilitate the most novice of home cooks: The Art of Fine Dining at Home.
It only felt right that we give this Finnish brand a Scandinavian aesthetic recognised the world over from classic mid-century pieces to new and contemporary designs, drawing equal influence from nature and craft and technology. This comes through in the clean simplicity [illustrated/ visible/ explored/ demonstrated] in all aspects of the brand identity.
We wanted to give the packaging a sense of theatre that would last from the moment the slim black box arrives through the customer's letterbox, through to the anticipation of opening it. This is something to be enjoyed and looked forward to with every order.
While most competitors use food photography on their packs, we felt that illustration would create a stronger, more ownable visual identity whilst conveying a more discrete and premium product. This would be something the customer would feel happy to have lined up on their kitchen shelves next to their cookbooks and ornaments. The colour palette was born from a sophisticated balance of rich and earthy tones. Muted reds, greens, purples and browns convey a natural and organic message.
Meanwhile, our photography brief navigated the contrast between the professional kitchen where the sauces and seasonings are created, and the home kitchen where the dishes are assembled and enjoyed. We wanted to convey the precision of a professional kitchen and, by contrast, the casual, intimate ambiance of the home table. We used varied textures and materials with high-end tableware to elevate the idea of home dining by drawing on the restaurant experience: Plate. Serve. Impress.
We then developed all the brand materials. The recipe cards and brochure provide an easy to follow guide through inspiring food photography, simple instructions, professional tips, and recommended wine pairings. Everything came together on the website, the customer's hub to explore the full range of products and make their orders.
The most important investment you will ever make is in your brand. Working with Delight I’ve always felt I was in great hands. Will and Dan understand the process needed to develop a great brand and have all the right capabilities to deliver with the design, photography and roll out.
Something the customer would feel happy to have lined up on their kitchen shelves next to their cookbooks and ornaments.