The popularity of on-demand food and ingredient delivery sites, like seamless and Blue Apron, has signaled a shift in the way consumers approach mealtime. Time crunched consumers turn to these services for convenience, however often at the expense of nutrition. Pak’d was born from a passion to provide kids with well-balanced school lunch meals. The Chicago start-up makes lunch easy for busy families by delivering fresh and nutritious lunches directly to doorstops.
Anthem partnered with Pak’d to develop custom structural packaging for their official launch in 2016. First and foremost, functionality of the packaging was of key importance in order to cater to lunches that are fully customized. The packaging also needed to reflect the brand personality and add excitement to kids lunch experience.
Anthem audited e-commerce channels, grocery stores and reviewed trends to identify key design opportunities for Pak’d. Anthem then ideated a range of structural design solutions that were modular, distinctive and designed to survive the ‘lunch journey’ from backpack to school lunchroom. The team conducted a customized Insight Workshop to test prototypes with parents and kids, and gain insights to optimize the packaging design.