Branding & Packaging
After extensive research into the cooking habits of our target audience, we uncovered a compelling fact: a significant percentage of individuals, especially college students and young professionals, face daily challenges when it comes to meal preparation due to their limited time and cooking knowledge.
Our survey results highlighted that about 40% of respondents either didn't cook or simply heated up frozen food. Additionally, our respondents expressed a desire to cook more frequently if they had easy access to quick, affordable recipes and the necessary ingredients.
Building on these findings, Cibo's purpose is to create an innovative solution – reusable, eco-friendly tupperware with engaging product designs that feature recipes for straightforward, fresh meals. The first purchase includes the tupperware, along with all the ingredients and materials needed for a delicious meal. This not only simplifies meal preparation but also reduces food waste and encourages individuals to enjoy cooking at home. Cibo's identity aims to empower the audience to embrace the joy of cooking while fostering sustainability in their
daily lives.
Website
From here, it was time to help Cibo's target audience even more. By introducing a new site, users were able to filter out recipes based on the ingredients readily available to them. This site helps identify what can and cannot be easily cooked at home, based on accessibility to ingredients.
The primary goal of this site is to help motivate users to cook whenever possible by making it easier to search for recipes with only X, Y, and Z ingredients.
Zines
These series of zine booklets are strategically designed for promotional purposes and are intended to be left on coffee shop tables and other random locations. Since CIBO's target audience is primarily those of the Gen Z demographic – specifically people on the cusp of moving out or currently navigating the transitional phase and are clueless cooks – the content is infused with humor and adopts a relaxed, informal tone to resonate with the intended audience. The 'cut and paste' style of the booklets was purposefully chosen to convey the message that it's acceptable to make mistakes and embrace imperfections, reflecting the challenges of transitioning from college to the adult world.
Lost and Found is a dramatic story of someone who feels so lost in this world after moving out of their parent's house; they aren't quite sure what to do in the kitchen and are lacking recipe ideas. Luckily, in this dramatic story, the character finds the company CIBO, and all their issues are resolved. This zine gives a bit of background on what CIBO is and its popular tupperware and useful website.
Literally All You Need For The Kitchen is an informational zine that someone can pick up; it starts by featuring a catalog of handful and useful tools that everyone should have in their kitchen, honestly regardless of whether you're just moving out into the adult world, or if you've already been in the adult world for a while now. Next up, the zine has a useful conversion table that quickly converts a bunch of measurement systems into others.
Where Are My (meat)Balls is an entertaining zine that simply keeps the viewer distracted in a little game of hide and seek. There are three difficulties and at the end, they can scan the QR code on the back that will lead them to CIBO's website where they can learn more about what is offered.