Tried&True Design – Waste-Not Kitchen

Every year, Kiwis send over 123,000 tonnes of food to landfill that could have been eaten. Waste-Not Kitchen has been set up to repurpose good meat waste from Farro Fresh that would have been sent to landfill, in to nutritious soups, providing meals for those in need by using a ‘buy one give one’ approach. By buying one Waste-Not Kitchen soup, they donate one to families in need in our local community. Their overall mission is to achieve zero meat wastage in New Zealand, by re-purposing surplus meat to nourish the lives of those in need.As our agency charity of choice, we gifted our time to Waste-Not Kitchen to develop the packaging for their soups, which can be purchased in any Farro Fresh store or online.In the soup category we saw an opportunity to create a range of packaging using charming and unique illustrations that would suit client needs and ambitions as well as engage customers. The illustrations show the main ingredients – a lamb, a chicken, a cow, a pig – put together in a picture that intrigues and amuses in a positive and friendly way; quite clearly communicating what it is. A simple, custom drawn, modular wordmark interplays with the detailed illustration style showing up strong in its simplicity. Soft hues complimented by bright colours give the packaging a distinct look and feel that is far different from any other ready to heat soups in the category, where ingredients can be quite literally represented and most products use the same sort of visual language. The softness and engaging style of the design is a positive tool for the cause-driven charity set up to minimise waste and help the community through food donations, training and support. In just 2 weeks, Waste-Not Kitchen had already gifted over 200 soups to those in need, and saved good meat going to landfill. Good for you. Good for the community. Good for the planet.