The idea
01Named after
Named after
the good part.
The name comes from the gnocchi’s plump, pillowy shape. We wanted the rest of the brand to feel just as comforting.
PLUMP / Studio concept
PLUMP
A soft spot for dinner.
PLUMP is a frozen gnocchi concept. We created the name, identity, pack copy, and cartons for Cauliflower, Spinach, and Sweet Potato.
See the thinking
The challenge
Make vegetable gnocchi feel like an easy dinner to look forward to.
What we made
Positioning, naming, identity, pack copy, carton artwork, and packaging for three varieties.
PLUMP / DESIGN DECISIONS01 / 05
The identity
02A wordmark
A wordmark
with a little give.
The lowercase lettering has thick strokes and soft serifs. Its rounded shape echoes the gnocchi.
Brown lettering stays the same across the range. Warm backgrounds and curved shapes carry the softness onto the rest of the box.
A shared brown wordmark. A warm color for each variety.
The packaging
03Let the gnocchi
Let the gnocchi
do the tempting.
We gave the gnocchi most of the lower half of the pack. The close-up shows its texture, and the curved background repeats its pillowy shape.
The name repeats on the top and side. The back holds the brand story and product details, with the folding view showing how each panel fits.
Scroll to see the carton fold into shape.The range
04
Cauliflower, Spinach, Sweet Potato.
Cream for Cauliflower, green for Spinach, orange for Sweet Potato. The color, name, and gnocchi image all point to the variety inside.
The brown name, curved shapes, and layout stay the same, so each box still looks like PLUMP.
The freezer
05
A look through the freezer door.
The freezer mockup puts all three cartons beside other frozen foods. We’re looking for a clear name, distinct varieties, and a range that still looks like PLUMP.
Illustrative freezer mockup.PLUMP / Carton layoutThe front tempts.
The front tempts.
The rest explains.
At the front
The name, variety, “Frozen Gnocchi,” and a close-up of the product.
Around the carton
The name on the top and side, the story on the back, and space for product details.
PLUMP / The three varieties
Pick what’s for dinner.
Shared across the range
Brown lettering, curved backgrounds, and the placement of the type and product image.
Changes with the variety
The carton color, variety name, and gnocchi imagery.
PLUMP / Cauliflower, Spinach, and Sweet Potato / Packaging conceptsBack to the thinking
PLUMP / Freezer mockup
In the freezer.
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