In a move to extend its offerings into the homes of its café customers, Killiney introduced a series of easy-to-use gravy pastes for recreating the flavours of some of its most popular Singapore dishes.
We were tasked to design a packaging system that befits the Killiney heritage as well as its modernized branding.
We were tasked to design a packaging system that befits the Killiney heritage as well as its modernized branding.
To differentiate Killiney from the plethora of food-image emblazoned boxes in the supermarkets, we instead employed attractive graphic patterns to represent key ingredients of each dish.
For example, a saffron field with orange circles equates to rich ‘Curry’ dotted by chilli oil, while the stringy rice noodles of ‘Mee Siam’ is represented by thin overlapping circles on a red field of shrimp-based gravy.
The result is a visual feast not just for overseas markets, but also a nod to locals who will find the designs highly reminiscent of actual dishes.
For example, a saffron field with orange circles equates to rich ‘Curry’ dotted by chilli oil, while the stringy rice noodles of ‘Mee Siam’ is represented by thin overlapping circles on a red field of shrimp-based gravy.
The result is a visual feast not just for overseas markets, but also a nod to locals who will find the designs highly reminiscent of actual dishes.
Curious shoppers who pick up the boxes will find actual photo representations of the respective dishes on the back, along with descriptions and directions for their preparation.
