WTF Seasoning

Personal project

WTF (Work Those Flavours) is a seasoning brand aimed at newbie, chaotic chefs who are just getting into cooking. I’m picturing university students who have been let loose in the kitchen for the first time and don’t really know what they’re doing. WTF? catches the attention of my younger target audience and the branding is entertaining, light-hearted, packed with illustrations and sprinkled with humour.

I chose to do this project because it combines all of the things I love: branding, illustration, humour and food. Deliverables for this project include a fully illustrated range of spice packaging, illustrated recipe tea towels and content for social media. Each spice has its own (nearly) rhyming character which goes on the top of each box of spice packaging.