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Love Cook

Love designs packaging for Cook meals

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By The Drum Team, Editorial

September 15, 2010 | 2 min read

Love has designed new packaging for food company Cook's premium range of ready meals.

The Manchester agency says it was challenged to create packaging with "cut-through in a cluttered market".

Working to a "very tight production budget", Love used wood cut illustration for each of the six signature meals.

Designer Emma Morton said: “We drew on consumers’ insights into what makes a night in special and brought them to life in an lively and engaging way.

"We made the dining at home 'occasion' our focus to draw people in. We also embraced and emphasized the fact all Cook's dishes are lovingly handmade (by people and not machines) and reflected this in every element of the design.”

Cook, which has been supplying ready meals since 1997, appointed Love to the task in June.

James Rutter, head of communications at Cook, said: "We want people to be amazed that food this good can come ready made and then flabbergasted that it is taken straight out of the freezer and put in the oven.

"The new packaging communicates the quality message in a unique way that big manufacturers can't match."

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