Branding Studio Centre designed the identity for 'Riff,' a convenience food brand founded by Chef Daniel Hume and food entrepreneur Mark Ramadan. Riff is a home meal kit first introduced by Hume, who has operated Eleven Madison Park.
The product consists of pasta or noodles, powdered sauce, and crispy toppings. It cooks in one pot for about 20 minutes, and you can freely add vegetables, herbs, lemon, protein, and more. It has been released in five varieties: Spicy Tomato Rigatoni, Creamy Parmesan Cavatappi, Garlic Lemon Rotini, Sesame Ginger Noodles, and Coconut Curry Noodles. The price is $6.99 per box.
The center developed the entire system, ranging from brand strategy to logo, color, typography, packaging, slogan, and art direction. Instead of presenting a fixed finished product, the packaging guides users through the basic recipe along with instructions on how to add ingredients. This design connects the meaning of a "riff"—variing existing phrases in music—to the cooking process. The brand language and user experience were tailored to allow consumers to either complete the product exactly as is or modify the recipe using ingredients found in their refrigerators.
Illustrations were created by Daniel Triendl. Product photography was taken by Henry Roytweiler, and lifestyle photography by Marcus Nielsen. Thomas Pocon contributed to the strategy and language identity. The products are sold at Target stores in the U.S. and the official Leaf online store.
See more and sources
