SO SAVOURY
Design & Branding Studio of Matt Gray

miki meshi

Designing Gousto’s boxes which are the primary physical touchpoint for customers. The brief sought to align the outer box with their new ATL campaign. Complementing the campaign’s photography style, where ingredients leap out of the picture frame, the typography and pattern wrap around the entire box, refusing to be constrained by a single panel.

miki meshi

Brand Identity & Stationery

miki meshi is a group of Japanese mums who love cooking and eating; brought together by their appetite to share the home-cooked food they grew up on. miki (a girl’s name in Japan) comes from a combination of the founders’ names, whilst meshi loosely translates to ‘grub’.

It’s this casual familiarity that inspired the logo, like a handwritten note that’s been bundled into your bento box before heading off to work/school. The other brand ingredients follow suit, taking cue from parts of Japanese culture without veering into the clichéd. Simple brush pen style illustrations adds a touch of playfulness and nod to the artistry of calligraphy, and the polka dot pattern, ‘mame shibori’, is a symbol of good health and long life. Incorporating it into the identity felt like a natural fit with their ethos of making healthy, home-cooked food.