Containers-Grid-Lo.jpg
 

let’s face it. making dinner sucks.


At the end of the day, the last thing we want to think about is what to eat. Most recipes are confusing and call for lots of ingredients (that you most likely don’t have). Eating out is expensive and often unhealthy. And, like many of us, you’re probably stuck in a culinary rut.

Introducing Calabash.

 
IntroSolid.jpg

Honolulu, Hawaii

Calabash
Dinner Made Easy

 

Foodland, Hawaii’s largest locally-owned grocery chain approached Welcome Stranger to help with concepting, strategizing and branding a new meal kit perfectly suited to Hawaii’s tastes and eating habits.

Following a national trend, Foodland had noticed their customers responding well to pre-made foods in their hot bars and in-store food offerings. After a long day, customers were looking for an easy solution to fill their bellies. Foodland asked themselves what kind of product could they offer that would fit their customers needs for a home-cooked meal that’s simple, delicious and effortless?

The result is Calabash; delicious and easy mix and match meal kits that help you prepare healthy Hawaii-inspired favorites at home. The Calabash twist on the meal kit model is that we let you choose your main and side dish for a custom experience. Hate broccoli? No worries, each week Calabash offers five main dishes and five side dishes for you to choose from. Already have leftovers at home? Amp up your meal with a delicious main or side dish. Calabash is perfectly tailored to your ideal dinner.

 

Services

Brand Audit
Naming
Visual Identity
Art Direction
Messaging
Packaging
Environmental Graphics
Web Design

Web

eatcalabash.com

SolidGray.jpg
 

Based on what we heard from focus group testing, customers had concerns about the quality and freshness of meal kit ingredients. The Calabash packaging was designed to be transparent, letting customers see exactly what’s inside, while a modular system of labels allows for quick identification of the mains and sides on the store shelves.

 

Brussels-Sprouts-Ingredients.gif
Ingredients-2-Lo.jpg

 

HistoryBackground-2.jpg
 

Naming

What’s a calabash anyway?

We needed a compelling name for such a great product. Early on, the name “Calabash” quickly rose to the top. In Hawaii, the humble, wooden, calabash bowls, sitting on Hawai‘i dinner tables for centuries, are a symbol of nourishment and bringing people and cultures together. What better name to get people back around the dinner table?

 
 
 

 
 
Calabash-Grid-Top-Down.jpg
 

Less “Oh, no.”
More “Ono.”

Each main and side kit comes with a chef recommended pairing with complementary flavors. Pre-prepped ingredients and easy to read recipes assist in derailing dinnertime disasters. If you can make ramen, you can Calabash.

 

Finished-Plate-Lo-Bubbles.jpg
 
 

Hand-drawn illustrations add warmth to the brand and simplified icons help tell the Calabash story on the website.

 
Calabash-Team-Illustrations.png

 

Display-2-Lo.jpg
 
 

In-Store Display

Proceed directly to the express lane.

No need to run around the store searching for obscure ingredients. Bold in-store graphics with branded messaging introduce the kits to customers and educate them on why Calabash means less kitchen time and more dinner time.

 
 
6 Candid-1-Lo.jpg
21_DinnerMadeEasy-(Loop)-2_1.gif
_DSC9807-Edit-Lo.jpg

 

Display-1-Lo.jpg
 

Credits

Client: Sullivan Family of Companies / Foodland
Photography: Steve Czerniak / Welcome Stranger
Honolulu, Hawaii
2019