Tilda needed packaging designed for their Easy Cook rice range, available in 3kg and 5kg foodservice-sized packs. These packs are distributed through wholesalers and specialty retailers to professional chefs, primarily in restaurants including Indian and Chinese cuisines. The design had to align with Tilda’s retail packaging, which is sold in supermarkets, to maintain consistent brand identity across both B2B and B2C channels. The goal was to create packaging that communicated the product’s suitability for professional chefs while remaining consistent with Tilda’s established retail aesthetic.
The primary challenge was to create packaging that resonated with the professional culinary audience while aligning with the existing Tilda retail packaging. The designs needed to reflect the foodservice nature of the product, highlighting its professional-grade quality, while also staying true to the recognisable Tilda brand, which is more consumer-oriented. Additionally, the packaging had to be optimised for Flexo printing, a high-speed, cost-effective method that requires careful attention to print quality and material compatibility.
We developed a series of design concepts that clearly communicated the product's intended professional use through visual cues like illustrations of chefs, bowls, and restaurant scenes. These elements helped emphasise that the Easy Cook rice was specifically designed for chefs in professional kitchens. Once the client approved the concept, we refined the design to align with the retail packaging, ensuring consistency across all product lines. The final artwork was prepared for Flexo printing, which offered several advantages for large-scale production, including versatility across substrates, cost-effectiveness, high-speed production, and the ability to use eco-friendly inks. The result was a cohesive, eye-catching design that met the needs of both the B2B and B2C markets, while adhering to the food safety and quality standards required for food packaging.
