Green Chef is a specialist meal-kit brand offering meal plans tailored to keto, vegan, low-carb and other health-focused diets, launched in the US and since rolled out across the UK and the Netherlands. As the main design stakeholder for print and packaging, the brand's complete packaging system was led from design through implementation, ensuring visual consistency across formats and markets. Contribution to the brand guidelines followed as a designer, with regular creative feedback later provided to the print design team as Art Director, keeping packaging and print communications aligned with the brand's identity.

Top: Final box design and accompanying recipe cards.
Below: Brand elements.

Design system developed for the brand's labels and packaging.

Meal kit labels identify and differentiate individual bags, each containing the ingredients for a specific recipe, with the number matching the recipe selected online. Colour-coding and QR codes help packing centre staff prepare orders accurately, reducing errors. Four QR codes allow quick scanning from any orientation, with the adjacent number confirming accuracy. The layout follows a playing-card logic, readable both ways, while the number stays single to keep the design simple. The result is a flexible, scalable system.

A digital asset system for Green Chef, built around the people behind the menu. The recipe developer series gives the menu a face and a voice, while the promotional formats carry various offers. Together they hold the same warmth, where eating well at home looks simple, generous and a pleasure to share.