Food plays a pivotal part in our lives, yet we often find ourselves consuming it without deep appreciation, having been privileged to enjoy life with ample access to food. In moments like grocery shopping or dining out at a restaurant, the presence of food producers often feels detached from our daily lives. Consequently, we tend to overlook the considerable efforts and sacrifices made by countless individuals and the animals themselves.
Reach serves as a meal-kit service complemented by an app designed to bridge the gap between farmers and consumers. It addresses the challenge of food waste by delivering fresh, pre-portioned meal kits. This not only reduces waste but also ensures quality. What sets Reach apart is its focus on transparency. Through the app, users gain access to information typically unseen on packaging, including the product’s origin, the farmer who harvested it, and even recipes using the product. Additionally, the app allows users to send messages of thanks to farmers, fostering an appreciation for the food we eat daily and empowering users to connect meaningfully with their food sources. This integrated approach promotes a mindful dining experience.
Through field research of farms and farmer’s markets, I found all the handwritten elements from farmers play a huge role in making customers feel more connected and close to the source of the food because it adds a human touch to the brand. This makes my decision to leave a small space on the box and the packaging of the products so that farmers can fill in by themselves. Sustainability is also considered for the packaging using craft papers. While using other companies’ meal-kit services, I noticed that they are using unnecessary plastic wrappers for almost everything. 
I also took photo assets to use in brand materials. I saw the raw beauty of the food itself and captured it in the lenses. I also edited them to bring out more vibrant colors to represent the brand’s look & feel.