Private label meals, cooked like home.
INSIDEA designed this homepage for a private label frozen meal plant. Coldtable Kitchens is a fictional brand, so the names, people and numbers on the page are invented.
- Industry
- Manufacturing and industrial
- Typeface
- Labrada
A frozen meal plant that cooks private label entrees, soups and family trays for regional grocers and meal delivery brands, with a homepage that matches a recipe to a line and books plant visits: frost white, deep pine, tomato red and sage, a warm slab serif and a loose collage of three food plant photos.
The brief
Grocery buyers want a frozen item under their own label that still tastes homemade, and they need to know which line can make it and how soon. The page must show the fit, the fees and the plant, then book a visit.
The direction
Fresh and calm, with pine type on frost white and one tomato red accent. The first screen is a photo collage: a lasagna tray, a soup kettle and trays rolling into a blast freezer, with the headline and one pine button on a card among the tiles.
The detail
The 62 private label items on shelves for 13 brands match the FAQ's nine grocery chains and four meal delivery companies, and every trial run is 1,200 units. The line finder's timing is marked typical, not promised, and most brands are not named until after an NDA.
- Display
- Labrada
- Text
- Hanken Grotesk
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