CERU Feelgood Food

packaging / verbal communication / promotional materials

CERU is a brand of London based restaurants serving contemporary Levantine cuisine at its freshest and finest. The task was to design a CERU restaurant packaging solution for delivery of fresh or half-prepared restaurant food – cook at home meal kits. The design must be within the existing identity of the CERU restaurant and following brand guidelines.

The solution is a meal kit that brings together two things CERU is passionate about – delicious, healthy food and sustainable innovation.

As the number of people ordering their food online rises, so do the concerns about sustainability and the impact of food delivery on the environment. Choosing the right meal kit may mean less packaging and less food waste, fewer trips to the grocery store, and a smaller carbon footprint.

We use a reusable packaging strategy to tell a story about CERU’s commitment to work more sustainably. The “Cook at Home” range has been designed with the environment in mind, using local suppliers, British produce, and biodegradable and reusable packaging. Each kit comes with perfectly proportioned ingredients, spices, and sauces, helping reduce food waste – and in sustainable packaging. All this aims to make a positive user experience while caring for the planet.

The cloths are reusable: it can double as a fashion accessory, a scarf, a tablecloth, or gift wrapping…

The project’s promotion part includes project naming and the “Feelgood food” logo, texts and press materials, promo video to present the story online, photography of the packaging and reusable cloth options, and promo materials for social networks.

Client

CERU London

Creative team

Izvorka Jurić (creative and art direction), Igor Poturić (verbal communication), Jurica Kos (design, photography), Žarko Kuvalja (animation), Natalija Najjar (production manager)

The meal kits are wrapped in specially designed textile cloths with patterns inspired by the Levant’s beautiful geometric tiles and distinctive Middle Eastern motifs of nature and animals. The colours are carefully chosen to evoke the vibrant kaleidoscope of the local cuisine and landscape.

The main element of the CERU eco-friendly packaging is reusable, lightweight textile cloth. All elements of packaging are entirely biodegradable and proudly made in Europe. All ingredients are vacuum-packed in a soft container made from 100% recyclable bioplastics, an eco-friendly alternative to ordinary plastic, made from natural materials that are abundant and renewable.

One part of the CERU cloth collection relies on geometric patterns and attractive colours that combine contrasting warm earthy, gold, and bronze tones with fresh cool tones of water and night sky.

The second part of the CERU cloth collection is more playful as it combines illustrations of animals, characteristic of the Levant area, with textures in gold and red tones. This blend of figurative illustrations and textures gives a new contemporary look to it and makes it interesting and wearable.

The versatile CERU cloth format is modern and easy to wear in many different styles – as a headscarf, neck accessory, bandana, and more. The fabric feels soft and silky on the skin while also being durable and wrinkle resistant.

Each meal kit has a labelling system with menu names, a card with the CERU sustainable story, and a recipe card. All paper materials are printed on eco-paper made through an upcycling process. The regular paper combined with leather fibre gives the paper its unique finish and soft, velvety touch.