44th Street Packaging
Branding, Packaging, Copywriting
In real life, meals aren’t always cooked entirely from scratch. The kids aren’t always picked up on time. The house isn’t always clean when company comes over. Life isn’t perfect but it is real, and the authenticity of life’s little messes is the essence of 44th Street. We had everything in our wheelhouse to completely overhaul their branding and use it as a platform for 44th Street to connect with their audience of busy, on-the-go parents and professionals in an authentic and relatable way.
Instead of crafting a glossy image of perfection, we opted for a tone of blunt, tongue-and-cheek honesty. We saw an opportunity to use life’s little imperfections as a point of connection, so we made sure that everything—from web design to photography to the instructions on their packaging—conveyed a sense of messiness and witty irreverence. It worked! The response was overwhelmingly positive, and we still get reviews from customers thanking us for making them laugh while they cooked dinner.
Real life is as messy as a hot rack of ribs, so why bother hiding or denying it?