Frozen food spends its life apologising
for not being fresh.
these are picked at their peak and frozen right there, so nothing is lost on the way to you
So we stopped apologising.
And gave it a grandmother instead.
We had the name before anything else.
Then we worked out
whose it was.
you can smell when it's ready. don't set a timer for it
We had the name before anything else.
Then we worked out
whose it was.
you can smell when it's ready. don't set a timer for it
We had the name before anything else.
Then we worked out
whose it was.
you can smell when it's ready. don't set a timer for it
Every other pack in that aisle has a personality.
We gave ours an actual person.
you can smell when it's ready. don't set a timer for it
We decided this before we'd drawn anything.
She never appears.
No face, no photo, no illustration
I
The Nourisher
The first one's about feeding people properly, so we put it where you'd see it every week.
have the bigger piece. i've eaten
II
The Explorer
The second one goes off-recipe. It got the flavours nobody else in the freezer was carrying.
i tried it with the chilli. it works
III
The Keeper
The third one writes things down so they don't get lost. We gave it the format that keeps.
write the date on the lid. you think you'll remember
IV
The Host
The fourth one always lays one more place than there are people. It got the things you put out at no notice.
make double. someone always turns up
They gave us room to do it our way,
and we used every bit of it.
if you're not sure, give it another ten minutes. it won't mind
Then we showed it to them.
The system
The tile is the whole system.
01 / 03
The system
The tile is the whole system.
Pattern and colour tell you what's in the pack,
02 / 03
The system
The tile is the whole system.
Pattern and colour tell you what's in the pack,
and no two tiles are the same.
There's a reason behind every colour on this range, and not one of them is that it looked nice.
03 / 03
We went into every category
on purpose,
to stand out in all of them.
Same freezer, same shelf, same size of pack.
And still nothing in there looked like it.
don't crowd the pan. they steam instead of browning
The client saw what we saw.
They loved it, and they bought it.
And then, somewhere between the sale and the shelf,
it just stopped.
Sold, and never opened.
Completed · Unreleased · 2025
January – February 2025
don't keep these for an occasion. have them tonight