Bringing joy to cooking

Context

Insight

Mama Meela’s is a new brand bringing joy and soul to savoury dishes. They blend a unique combination of local, English ingredients to create explosions of flavour! Mama Meela's products can be used in cooking, added to cooked food, or served cold on the side.

Examples include chilli relish, beetroot jam, cashew cheese and other plant-based delights!

The brief

Getting started

Mama Meela's is a new business venture set up by the fantastic vegan restaurant - Amrutha. With several ideas for products to sell online, in the restaurant and at events, DH, along with other collaborators, was brought in to support in its creation.

DH were responsible for brand development, packaging design and future website design and development. A striking visual identity was formed, along with bold labelling to stand out from the crowd.

Brand

Visual identity

While Mama Meela's is a brand independent of the Amrutha restaurant it was born in, the visual identity needed to align with its overarching ethos. Amrutha is not one for uniformity or convention; a lack of straight lines or by-the-book.

With a sea of minimalist food brands wearing monochrome labelling, it was the perfect opportunity for Mama Meela's to stand out in a black and white crowd. Bold, vibrant colours were selected, alongside rustic typography. Simple icons light a chef's hat were added as a nod to the inspiration behind the brand.

Graphics

Packaging Design

With several striking colours in the palette, DH were able to create individuality and personality for each product, by varying the dominant colour on the labels. With limited space available, it was important to find a balance of aesthetics and accessibility.

Illustrations of the ingredients used were crafted to surround text information, and formed a useful archive of assets for future material like the website.

Results

Impact

Mama Meela's has just begun the bottling process, and learning lots along the way. It has been a joy to be a part of their formation and shape their identity from inception. More will be added here as the brand evolves.