Branding | Packaging | Illustration | Campaign | UI/UX
This project began with the nursery rhyme The Old Woman Who Lived in a Shoe. I reimagined it as The Sole Kitchen, a food delivery service where meals arrive as tiny capsules and transform into full-sized dishes through playful activations like shaking, heating, adding water and untying a shoelace.
Food Delivery Bags
Delivery Box
Capsule Club Merch
Food Delivery Bags
Shop
Capsule Club Merch
Merch
Shop
Social Media
Website
Bottomless Banquet
Instagram Posts
The project explores how storytelling can shape branding and user experience. The name plays on both the sole of a shoe and soul food, inspiring a language of wordplay like “So tasty” and “So (Sole).” The visual identity blends a fun unique experience, with custom illustrations, character design, and a flexible brand system applied across packaging, instructions, campaign materials, and digital platforms.
Products include playful staples like Butter Chicken (heat-activated), Margherita Pizza (shake-activated), and Soup & Bread (water-activated), a direct nod to the rhyme’s broth-without-bread line. The showpiece, an Unlimited Banquet, unfolds when you untie a shoelace, revealing a multi-course feast. A branded water dropper extends the story further, doubling as both a functional tool and a collectible.
Beyond the products themselves, I developed a series of supporting outputs including instruction leaflets designed like playful maps to guide each activation ritual. Capsule Club loyalty scheme, encouraging repeat engagement through storytelling and rewards. Thank you cards and social media campaigns that build character into every touchpoint
Website wireframes and landing page mockups, taking cues from sophisticated and fun brands but reimagined through a whimsical, speculative lens. The site positions The Sole Kitchen as a playful alternative to everyday meal kits, combining storytelling with sleek UX.
All packaging was designed to feel tactile and elevated, using rigid pearlescent card for a premium finish. Balancing creativity with coherence was a key challenge, ensuring the brand felt magical yet believable.
Ultimately, The Sole Kitchen is more than a food brand, it’s a story-driven design system that merges speculative futures, branding, and narrative packaging. It feeds the imagination as much as the stomach, reminding us that design can be playful, immersive, and deliciously absurd.
