thai re-design kitchen
the design brief
Millenials love flavors and indulging in different culturesâ€™ cuisines. They chose the bold and stray away from the bland and boring. Personally, when digging into something new I take pleasure in being able to taste a variety of the different available condiments. Mixing and combining, looking for that right combination of flavor like itâ€™s a chemistry lab. Curry is a main component in popular asian cuisine, spicing up Thai and Indian dishes. The three chosen products [green curry paste, red curry paste, roasted red chili paste] are sold separately in stores; how can this experience of experimentation be more prominently encouraged by the packaging?
Currently the packaging consists of only a label stuck on a jar that utilitzes the main brand colors of black and red. The label is cluttered with different typefaces with major hierarchy given to the word â€˜Thai.â€™ There is not much variation from one flavor to the next; the present label doesnâ€™t visually represent the impact that the contents can provide to a recipe.
NOW… do what?
Create a package that contains the three pastes as a set providing the opportunity to taste and personalize a dish to an individual’s liking. Simultaneously, the branding of the products need updated to reflect the richness and vibrancy of the flavors.
how? – – – – –
down size the jar to a personal scale create a case that holds together the jars as one selling product include tasting spoon use bright colors and patterns, contrasting with the use of gold accents create a layered visual experience with die cut effect
The re-design would target those fun adventuress foodies who look for bold ways to enjoy new flavors. Primarily for millenials, but not excluding older generations, completing the age range from 20-45.
THAI KITCHEN red curry paste green curry paste roasted red chili paste Rockwell STD Regular
c 15 m 100 y 90 k 10
c 87 m 28 y 100 k 36
c0 m 100 y 100 k0 c0 m 80 y 80 k0
c0 m 100 y0 k0
c 90 m 30 y 95 k 30
c 50 m0 y 100 k0 c 60 m 90 y0 k0
c 100 m 100 y 25 k 25
The package will be able to be up cycled into a mini garden to start growing herbs. The die cut case would include seeds for sweet basil and coriander, both are prominent ingredients in Thai cooking.
Each product will have a label for the cap and the jar, along with a band that keeps the jars in the case during its shelf life.
bri dallas kansas city art institute human centered design jamie turpin fall 2013