Job 020
Okra
Meal kits for people who cook on Tuesdays. Loud boxes, short recipes and a launch across the city.
Client
Okra
Sector
Food & drink
Services
Packaging, Art direction, Campaign
Year
2025
The brief
Okra was entering a crowded market with a simpler offer: three recipes a week, each under twenty-five minutes. The packaging had to say that from across a hallway.
What we made
We made the box the billboard. Each week has one colour and one enormous number, the minutes it takes to cook, with the recipe printed inside the lid.
The result
The launch sold out its first three weeks. One in four customers posted the box unprompted.
3 wks
Sold out at launch
25%
Customers who shared the box
−18%
Packaging cost
Fig. 02–04 · System, print, screen
More work
Next on the sheet
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