Maestro: A Premium Takeout Experience · Manuni Dhruv

  
      SPECIFICATION
      The system, in short.
    
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  2020THE CONTEXTEveryone was home. Takeout soared. The experience didn’t.With dining rooms closed and people stuck at home, takeout became the main way to enjoy a restaurant meal. But it still arrived the same way: in flimsy plastic containers that often leaked, cooled and piled up by the bin. Nothing about it felt like an occasion.

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      Can you tell what restaurant this food is from?
      Food is not just about taste. It’s about the experience.
    
GENERIC BOXES, INTERCHANGEABLE MEALS: TAKEOUT STRIPS AWAY THE RESTAURANT’S IDENTITY

  01RESEARCH AND INSIGHTSTakeout had become the only way to eat out.We mapped the takeout journey from both sides, restaurant and customer, to see where the experience fell apart once takeout was the only option.

      JOURNEY MAPS · WHERE TAKEOUT BREAKS DOWN
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                  PAIN POINTS
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        RESTAURANT OWNERS
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        CUSTOMERS AT HOME
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AFFINITY MAPWhy do we celebrate special occasions?Bonding, memories and a reason to dress up. The packaging had to carry those feelings home.

  02DESIGN DEVELOPMENTUnboxing builds anticipation.A 2013 study found that attractive packaging stimulates the reward-seeking areas of the brain. We wanted packaging that came as close as possible to the experience of dining out.
CONCEPT SKETCHES
        
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Paper prototypesWe folded and cut quick paper models to test forms, openings and how a box could reveal its contents.

        P-01 — FORM STUDIES: CLOSED BOXES
        P-02 — OPEN-TOP TRAYS AND REVEALS
        P-03 — CURVED LID THAT LIFTS TO REVEAL
        P-04 — FLAT NET BEFORE FOLDING
        P-05 — SLEEVE SIZING: TALL VS SHORT
        P-06 — SLEEVE WITH AN INTERACTIVE NOTE
        P-07 — BRANDING ON A ROLLED SLEEVE
      
We used the surprise of unboxing to turn everyday takeout into a special occasion.

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        CONCEPT PROPOSAL
        Meal kits for specific occasions.
      
THE KITPackaging for specific-occasion meal kits, designed for takeout.
FOR RESTAURANTSCustomize the packaging and food in each kit to match brand, menu and pricing.
FOR CUSTOMERS AT HOMEOrder a kit for whatever special occasion you want to celebrate.
ONE SYSTEM, DIFFERENT OCCASIONS
OCCASION + BRAND IDENTITYBY GIO’S CHICKEN AMALFITANODate Night SetSalad, two entrees, garlic bread, three sides and dessert, packed with wine, wine glasses and silverware.
BY PANCAKE SOCIALBrunch Picnic SetA brunch spread that unfolds into a picnic setting, with drinks and condiments secured in their own compartments.

        ANATOMY OF THE KIT
        A modular box system.
      
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      WHY IT WORKS
      Closer to dining in.
    
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“Let’s communicate the quality that your restaurant brings to the table.”

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