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Save the day in time for supper.

Weeknight Hero is a new, striking set of kitchenware marketed toward amateur cooks. With bright colors and bold copy, this brand is a far cry from the gentle aesthetics that saturate the kitchen aisle.

This brand frames cooking as a hero’s journey through messy trials and triumphs, encouraging new cooks to embrace the process of making their own meals. 

Challenge

Design, print, and mock up a series of packages that communicate a single narrative with universal appeal.

Solution

Each piece of kitchenware represents one step in the classical hero's journey. Solid colors command attention, while recognizable yet dynamic iconography bolsters the energy of the narrative and encourages unity across the system.

Seven pieces, seven steps.

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