You don’t normally expect to find good design in the prepped-meal cold case at grocery stores. Foodland, a Hawaiian grocery chain, kicks that thought to the curb by regularly pairing up with the talented folks at Welcome Stranger. Foodland worked closely with Welcome Stranger to concept, strategize, and brand this new meal kit that is tailored to local Hawaiian’s tastes and eating habits. Calabash (named after wooden bowls commonly found on Hawaiian dinner tables) is a mix-and-match system of Hawaiian staples, featuring multiple mains and sides to choose from. This compartmentalized approach is apparent in the design for Calabash. The main logotype is composed of stencil-like lettering, and the brand pattern is made of individual patterned bowls. The labels are highly modular as well, featuring a common system across the suite with colors, photos, and typography swapping out as needed.
Calabash Meal Kit Brand & Packaging Design by Welcome Stranger.