COOK's Gourmet Range

Manchester based design studio Love has just designed some beautiful new packaging for COOK's premium range of hand prepared meals. 

It oozes personality, humour and style, giving the brand cut-through in a pretty cluttered market.

Design: Love
Country: UK 

Comments

[Sam]

As far as I know, 'Cook' products aren't sold through supermarkets, so this range does not really have to compete in a 'cluttered market' as your article suggests. I believe they are only sold through cook's own chain of high-street boutique style food shops.

Don't get me wrong, the language and tone of this design is fantastic, but they are working within a retail space already shaped by the 'cook' brand. The target market for Cook is well defined (affluent, knowledgeable etc.) so there is more scope than normal to be playful and witty without the risk of alienating the customer or just being obscure.