KÖÖK Vegetable Soup Packaging Design

KÖÖK is a Portland, Oregon-based food brand specialising in premium vegetable soups made with carefully selected ingredients and simple, comforting recipes.

The identity and packaging system was designed to bring four distinct soup varieties: Onion, Artichoke, Pumpkin and Beetroot together as a cohesive family while giving each recipe its own visual personality.

At the heart of the concept is the vegetable itself. Rather than relying on conventional food photography, each variety is represented through a detailed botanical illustration inspired by vintage engraved illustrations. The illustrations make the main ingredient the visual hero while introducing a sense of craftsmanship, authenticity, and connection to the food’s natural origins.

A restrained typographic system and generous use of white space create a contemporary, premium appearance, while the engraved illustrations add warmth and character. Each flavour is identified through its own colour palette, creating a clear navigation system across the range while maintaining a strong visual connection between the products.

The result is a packaging system that combines the familiarity and warmth of traditionally prepared soup with a clean, contemporary food-brand aesthetic,  designed to feel premium, approachable and distinctive on the shelf.