We collaborated with our old friends at Shouk to come up with branding and a 100% compostable multi-functional packaging system for the now legendary pre-cooked frozen vegetable patties they refer to as Shoukburgers. Just in time for the meatless burger wars. Then again, we’re convinced that once you taste them there will be peace at last. Unlike meat-substitute or conventional veggie burgers, a Shoukburger is moist and beefy while made 100% from minimally processed vegetables, mushrooms, and other things you can pronounce, and with a satisfying flavor profile that is true to its Israeli street food roots.

The logo is derived from the Shouk logo but with a clear goal of communicating the nature and physical volume of the product. The idea of stackability is built into the visual language as much as into the form and function of the packaging system.

Rather than wrapping each patty individually in an attempt to prevent the onset of freezer burn, we arrived at a delightfully simple solution inspired by frozen beef hamburgers.

Introducing a single membrane vis a vis a breathable paper wrapper allowed us to arrive at a solution that is elegant, on-brand, fast and inexpensive to implement at scale or in a more limited capacity.

The pulp cylinder system is durable enough to withstand direct to consumer shipping and stands out exceptionally in the retail display.

Julius Talvik 9/2/18 Julius Talvik 9/2/18

Shouk

Picture an all-vegetarian Israeli market. We did. Marrying the din of an open air market pita stand with a reliable bag of found objects we created an environment that communicates the essence of the bazaar while providing for a delightful discovery of another side of the greater Middle Eastern cuisine that goes well beyond falafel. Try the cauliflower!

Excerpts from the design inspiration deck.

Keeping a low carbon footprint wherever possible is core to the brand.

A modular menu system built entirely by hand of found objects.

Dimensionalizing the brand.