PCC SCRATCH-MADE MEALS AT HOME is PCC’s meal kit product. Created by PCC’s professional chefs, the recipes offer easy-to-follow steps to make a delicious, home-cooked meal in an hour or less.

As the lead designer, I worked closely with the creative director, merchandising, and the Cooks department to develop the visual voice, packaging, and marketing collateral. I co-directed the photography, collaborating with the photographer (Charity Burggraaf) and food stylist (Nathan Carrabara).

The challenge was how to make it fit in with the Private Label, be a flexible yet recognizable system, and highlight the chefs who created the recipes. We also wanted to keep packaging to a minimum, choosing recyclable and compostable options where possible.