DIELINE AWARD WINNERS REVEALED

Camp's Branding By Refreshment Club Turns Mac and Cheese Into a Nostalgically Premium Product

by Chloe Gordon on 01/11/2022 | 2 Minute Read

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Manifesting a healthier lifestyle is easier said than done. Sometimes, even thinking nutritional thoughts is a struggle within itself. But as the new year has quickly approached us, we're all inundated with ways to make our meals more balanced and our days more productive. 

As luck would have it, a new plant-first mac and cheese brand called Camp has hit the market, and the packaging alone is enough to make our lives instantly brighter. Each box of Camp gets made with gluten-free, organic veggie pasta and hormone-free creamy cheese ingredients. From the looks of the packaging, you'll surely cartwheel through your kitchen waiting for your water to boil, thanks to the cheerful branding. 

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Designed by The Refreshment Club, the intention behind Camp's branding was to infuse the nostalgia of summer camps while simultaneously creating a new image for everyone's beloved favorite food—macaroni and cheese. 

The packaging system is lively yet thoroughly and thoughtfully simple via intentionally vibrant colors and a noodle-inspired logo. And while the boxes indeed are effortlessly differentiated from other mac and cheese brands on the market, the main goal wasn't to compete with them. 

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Editorial photograph

"We wanted to create an image that was relevant to the other brands modern-day professionals consume, from their beauty regime to their fitness and lifestyle choices," notes Onur Kece, Refreshment Club's creative director. "It was more about creating a brand that made sense to them, rather than the Mac'n'Cheese Category."

This confident brand recognized a missing piece of the market, a better-for-you macaroni and cheese brand with packaging that reflects the work ethic of modern-day professionals. You no longer have to think about leading a more holistic lifestyle, but you can do so with excellent packaging to boot. 

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