Magu, a Helsinki vegan restaurant has launched a plant-based bespoke Be More Plant food box. Bringing together elements of Magu’s favourite dishes and creations, the carefully curated food boxes provide locally produced vegan dishes.
The box brings together a number of ingredients and components, with dishes assembled by the customer to create their perfect combination of flavours. With the dishes designed to be easily put together either at home or outside, the box is a kind of gastronomic LEGO. Assembling an experience piece by piece.
"Be More Plant is about not taking food for granted, but to use what grows, to influence the consumer and inspire them through product and packaging. To instill care for the environment and pioneer sustainability, from start to finish. Could we bring something that not only provides gastronomic delight, but also something innovative? Something to capture the customer visually? To communicate what our brand stands for, through packaging," says Magu's CEO Mihkel Vaht.
"While our main goal is to make great food, consumers have become increasingly aware of the detrimental impact of packaging on the environment. This created a unique opportunity to design a product in line with Magu’s continued commitment to climate and reducing waste. We needed a stylish, customisable and sustainable packaging solution."
The outer box is made from corrugated cardboard, the inner boxes are made from recycled cacao bean residue. The stickers used are also suitable for cardboard waste recycling. The glass jars are meant to be kept, but can be recycled if customers choose not to keep them.
Editor of Touchpoints magazine, writer for Packaging Europe magazine and design enthusiast!