Takeaway Graphic and Structural Packaging Design inspired by Traditional Asian Food Container
Studio Boundless - Masakan Oma
"Masakan Oma or in translation "Grandma's Cooking" is a small catering business run by a little family in Chinatown, Jakarta.
In the busy metropolitan life of the city, where people are daily fed by fast cooked trending food, Masakan Oma instead serves an escape from reality through serving comfort home cooked meals.
With the concept of menu by request, Masakan Oma serves Indonesian, Chinese and Hakka food. Through the rebranding they aim to approach younger generation and trigger childhood memories of home cooked meals prepared by their grandmothers. They seek for a fusion of traditional and modern brand identity.
We designed a bold and playful logo for the brand with an illustration of a granny cooking pot to portray the idea of serving grandma's dishes. As the catering serves Indonesian and Chinese Food, we decided to use red to show both culture while balancing it with blue to bring modernisation into the identity.
The packaging concept was inspired by "rantang sayur", vintage food container where 2-5 containers are stacked each with a different dish. This was commonly used in the olden days especially for home prepared meals by wives, mothers and grandmothers. The packaging works individually as a portable carrier for the lunchbox and when the lunchboxes are stacked it imitates traditional asian food container."
Design Agency: Studio Boundless
Brand / Project Name: Masakan Oma
Project Type: Consumer Brand Redesign, Consumer Brand Refinement
Strategic Deliverables: Consumer Research / Insight, Consumer Brand Strategy
Design Deliverables: Consumer Branding, Consumer Rebranding, Consumer Brand Experience,
Consumer Brand Creation, Consumer Visual Brand Identity, Consumer Graphic Packaging Design, Consumer Structural Packaging Design
Market Country: Multiple Countries
Market Region: Asia
Project Type: Agency Commercial / Published
Project Category: Fresh Food
Packaging Format: Bag, Box, Sleeve
Substrate / Material: Pulp Carton