Sustainable food packaging where not only the devil is in the details


Middagsfrid was first in Sweden (and maybe even in the world) with the idea of offering home delivery of ingredients and recipes for dinner. Middagsfrid offers complete planned shopping bags which gives stressed out inner city parents time to cook varied food of the highest quality for their families.

Middagsfrid is the largest supplier of home delivery cook-it-yourself dinners in Sweden, and in 2011 decided that they wanted to launch their own brand. The products are of the highest quality, chosen with care and without unnecessary additives.

For the Middagsfrid food packaging series we asked illustrator Peter Herrman to sit down with the client and listen to all that they had
to say about their history and future, their ambitions, their products and their production. All this was incorporated into a detailed illustration that is used as a base for all the complete packaging range.

Project partners:
Peter Herrman