Findus: Frozen Meals
As Findus was about to re-design their frozen ready meals, they needed a new concept text-wise for their packages.
I came up with the concept of the meal “inside” and “outside” the box, whereas “inside” refers to the actual content (veggies, meat, etc.) and “outside” tells a story (maybe how chilli came to Scandinavia or how a meal got its name).
So, each ready meal had two sections: one focused on storytelling and the other about what you’re going to eat.
I also wrote all the texts, shaping the tonality to fit the target audience—and all of it was fun as heck!
