Art Direction by Emma Story
Product Photography by Patrick Morano
Stock the Pot
BRAND IDENTITY, PACKAGING, PRINT
Self-Initiated Project
Objective: Build a broth brand that earns a place in the craft lane.
Audience: Home cooks who care about ingredients and already shop the craft lane in other categories.
Strategy & Concept
The broth aisle hasn't changed in thirty years. It sells on utility and looks the part. The craft lane is wide open.
Stock the Pot treats the carton with the care a home cook puts into what they're making. The concept is anchored by a hand-illustrated chef frog, pulled from a childhood memory of Froggies Cafe, an elementary school tradition where older students played server for a day. That earned delight is what the brand is built on. A confident wordmark, a hand-lettered tagline, and a deep forest green carry it across three broth flavors and into a recipe book.
Product Photography by Patrick Morano
Product Photography by Patrick Morano
Product Photography by Rebecca Burney
Recipe Book
An extension of the brand into the kitchen, the recipe book pairs dishes built around each of the three broths with kitchen notes from Art, turning the carton's back-panel voice into a book a home cook keeps.
