Décor
Brett led this project during his 17-year tenure as Thinkso’s founder and executive creative director.
We were tasked by Décor, a leading Australian housewares company, to name and brand an upmarket microwave-optimized food container for the American market. “Délish,” as we named it, expresses the full range of consumer benefits and effectively positions the new, premium product in a category that wasn’t particularly well-defined.
Délish received a fantastic response at both the Chicago and Frankfurt trade fairs. U.S. retailers understood the range immediately and requested that it be placed in their food storage aisle, which was a major win.
The packaging concept highlights an array of features that helps the product stand out at retail. To demonstrate the crystal clarity of the Tritan plastic lid, we anchored a full color image of hot food to the bottom inside of the container and then applied a decal to the lid exterior. This provides an intriguing sense of depth when viewed from the top, and gives context to the single forkful of hot, delicious food that appears on the side label. The phrase, “Our premium, end-to-end food storage solution,” captures the product’s versatility and defines it as top-of-the-line.
The forkful of steaming food emphasizes that the container is engineered for reheating and emerged as a core element of the packaging design. Other important product features—like the stay-cool handles, the easy-open venting lid, and the durable plastic—are clearly presented on the front and back of the container along with custom-drawn icons.
