A Student's Approach To Clever And Quirky Thai Food Packaging

Shrishti Vajpai developed the brand identity for Foodery, a fictive Thai food brand, for a project brief showcased during Design Week in Milan. The goal was to go against the grain, while also attributing elements of grid patterns and design cues. The clever use of cubes and grids to create words and images is both playful and minimalist. The predominantly black and white labels, contrasted by the colorful stickers with quirky slogans, is far from the conventional styles consistent with Thai food packaging. 

The brief for this project was to develop special edition packaging for Thai food, specifically for the Design Week in Milan, to add value to a food delivery brand without a specific identity—Foodery. The aim was to enhance a simple food delivery system into an experience, using design as the theme. 

The concept for the visual language is based on the structural quality of design. Good design always follows some kind of grid system and is not just about good aesthetics, but also about functionality and communication. But design also means knowing how to break the rules! The route developed, combines the aspects of simplicity, structure, function, messaging, and breaking the grid to create engagement. The visual system further lends itself to an interactive installation at the Design Festival, where people are given sticker sheets to create their own design using the grid.