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THE FRESH KITCHEN

2021

Packaging & Branding

Imagining the future of convenience store experience in Asia. The Fresh Kitchen is a

re-brand & packaging project for FamilyMart, an Asian convenience store chain that provides fast grab-and-go food.

 

As Japan’s second-largest convenience store chain with 24,243 stores worldwide, FamilyMart sales in 2018 were $11.4 billion. This project aims to renovate a more sustainable packaging solution with more streamlined service.

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Current Challenge

PLASTICS WASTE

Original packaging includes layers of single-use-plastic which eventually end up in landfills.

LOW TECH, SLOW CHECK-OUT

Most consumers tend towards the efficiency and popularity of fast delivery services rather than the traditional slow cashier process. The convenience store is no longer as convenient. 

LACK OF HEALTHY OPTIONS

The typical image of convenience store food is cheap and lack of healthy options. The brand is losing health-conscious consumers.

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For a more sustainable future and
to address the current challenge,
redesign concept for a healthy food line,
with a sustainable, high-tech strategy that
satisfies and engages customers,
and minimizes environmental impact.

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The final design reduces waste with a paper label and plant based package, which reduces plastic use. The bento box is divided into three portions with embossed lettering for vitamins and nutrients.

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​MOBILE APP

The app helps customers know the ingredients and find what they want quickly. Customers can choose to pick up at a near-by store. Ordering online is the same as shopping in-store, with all the product information on the phone.
The in-store experience aims to make shopping effortless. Customers can use a digital menu to  find what they want. The items will be synced to their app, ready for checkout.

RETAIL STORE

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Digital Menu
+
Microwave Self Service
​Island Freezer
Customizable
Coffee Machine
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