When designing Fresh Food Market’s frozen food sleeves, we chose not to create generic, one-size-fits-all packaging. Instead, we created a minimal, monochromatic template with plenty of room for a large, interchangeable focal image. We wanted to celebrate each product’s unique culinary heritage while finding a common theme for all the sleeves. 

We landed on greyscale depictions of people harvesting, preparing, and displaying food around the world. Both colors and imagery create cohesion across the line through the universal passion and desire to make food. The intimate, nostalgic imagery emphasizes Fresh Food Market's hand-crafted, artisanal brand message.