Core77 Design Awards
- Other Years
Imagine eating Jake's Sandwich from the cartoon series, Adventure Time. With Fiction Kitchen, you can! You and your friends can now get all the ingredients from your favorite movie or TV show meal delivered to you. Fiction Kitchen is not your ordinary meal kit, it is about experiencing entertainment and food with your friends in a whole new way.
The purpose of this project is to develop a meal kit that focuses on creating an immersive experience for both the host and the guests. We developed a meal kit that will produce a home-cooked meal, as well as creating an experience to have long lasting memories and build a community through these meals. The goal is to create a brand that has the ability to bring different individuals together while providing a unique experience for the consumer.
Fiction Kitchen is an affordable, themed based meal kit service that allows young working professionals to host small gatherings with friends and create an immersive bonding experience while establishing positive cooking habits at home. Fiction Kitchen isn't just about making a home-cooked meal, but providing an exciting yet informative atmosphere that would further one's interest and knowledge about cooking. Inspired by its audiences' most desired food fantasies and wishes, Fiction Kitchen invites all dreamers and imaginators to participate in this unforgettable, and unique adventure.
When we started our research in creating a meal kit, we found out one thing: Meal Kits are dying.
Consumers are losing interest in meal kits altogether, and there are many reasons why. The current selling point of a meal kit is mainly to save you time and money, but buying ingredients at a grocery store is cheaper than having a meal kit do it for you. Especially with the emergence of online grocery shopping, consumers have better alternatives for gathering ingredients. There are limited meal options to choose from, and meal kits are well known to have wasteful packaging. People would rather eat out at a restaurant for better food, than cook something from a meal kit for the same price. Cooking is often seen as a lot of work for someone who doesn’t know how to cook, and it is not something a person wants to do after a long day, and meal kits certainly do not attract those who already know how to cook. In our fast paced world, the process of preparing a home-cooked meal is already too time consuming and too much work, and people do not realize that cooking takes time regardless and that a meal kit cannot solve that.
So our team thought, “What if cooking can be seen as a fun experience instead? And what if a meal kit can provide food you can’t find anywhere else?”
From our research, we decided that in order to set Fiction Kitchen apart from the dying meal kit industry, we had to position our meal kit as an entertaining experience for the young working professionals who want to host small social gatherings. Fiction Kitchens' branding and packaging is entertaining, witty, and imaginative to communicate our idea that cooking can be a fun bonding opportunity! From the wrapping paper to our copy, we shine the spotlight on what fictional food is being featured for the season while making sure Fiction Kitchen's brand is not lost with its easy-to-carry signature Fiction Kitchen box that holds all the ingredients as well as the television inspired bold framing around each of the ingredients' labels and ingredient cards.
To tackle the problem of meal kits being wasteful in packaging, our team made sure that everything produced from Fiction Kitchen is eco-friendly and recyclable food grade paper materials, such as kraft paper and natural freezer paper. Keeping the ingredients fresh and reducing plastic waste for the environment. Paper pulp is also used in Fiction Kitchen's packaging which is 100% post-industrial raw materials that goes through a chemical-free pulping process. This process results in no waste water—all water evaporates or is reused in the pulping process, and zero manufacturing waste—all scraps are returned to the pulp slurry.
With its fun branding and sustainable packaging, Fiction Kitchen separates itself from any other meal kit by providing an entertaining opportunity of creating food you can’t get anywhere else.