Darjeeling Express chef and founder Asma Khan teamed up with Ocado AND FIRESTORM brands to launch her debut ‘dine in’ meal range.
asma khan
THE BRIEF:
Asma Khan came to Firestorm in need of a packaging design for her ready meal products that were due to be launched within Ocado. She had a vision of combining tradition with modern design, and wanted to produce a visual unique offering in line with her product USP.
THE PROBLEM:
Ready meal packaging often feels similar and tired, not providing much visual inspiration from the packaging. We wanted to create something different and new, that stood out in the market alongside it’s competitors.
THE SOLUTION:
I looked into the ingredients and details behind Asmas’ dishes; she emphasised the importance of the smaller elements in the success of the whole dish, which led me to look into these further and create sketches and illustrations in a style that would work well as a surface print and also form the visual identity of the packaging. I chose a deep navy and gold as the main colours for the packaging, which worked nicely with the illustration. I was very happy with the outcome of the project, however another direction was taken forward into production.
