Joe’s Butcher Shop has always had a strong focus on helping amateur home chefs craft delicious dishes using fresh, high-quality ingredients. Therefore a line of chef-inspired meal kits made perfect sense as a concept to pitch to Joe’s.

The french term mise en place refers to the preparation and set up of all the culinary ingredients a chef may need when preparing a meal. I felt like this concept was a perfect focus for a meal kit since connects to both the brand positioning of Joe’s Butcher Shop, as well as the ease and convenience of meal kits.

To make this concept stand out among the plethora of other meal kits in the market I wanted to give it a unique look that drew on the butcher aesthetic and styles already present at Joe’s. I used a kraft paper look for the box to create a connection to the meat products wrapped in paper that may be purchased at the butcher counter. Additionally I included “sketches” of food and knives that are used throughout other Joe’s materials.