Disrupting the Boxed Dinner Category

Dinner Hero is the busy mom's sous chef. Our target audience, very busy food-focused moms between 35-45 years old, aspire to cook a nutritious family meal on week nights, but don't often have enough time or motivation. Our research tells us these moms are purchasing proteins and produce on the weekends, so Dinner Hero—which provides the spice blend, simmering sauce, and hearty brown rice and quinoa medley—is a perfect week night companion to pull together a complete meal. Furthermore, as home meal delivery services (Blue Apron, Plated and Hello Fresh) saturate the consumer food market, grocery retailers are seeking products that put the cooking kit category back on the map. To bring this metaphor to life, we designed the product packaging to emulate a cookbook. The front flap opens to reveal a beautiful and clear cookbook recipe format. This design denotes an at-home culinary experience, and is meant to entice a consumer to want to roll up their sleeves and get cooking. My design role was very collaborative with Innovation Design Director Jeff Carino. I pitched the idea for a cookbook, he designed the packaging design concept and the brand mark. Then, I brought it all to life by leading the photography direction, designing custom iconography, and designing the subsequent product flavors and all other touch-points. Also, acted as hand model. Design Principles: Natural, Modern and Culinary ------ We partnered with Photographer Carol Vaziri and Veneer on the lifestyle photography, and Lisa and Chelsea Keenan on product photography.


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