UrbanFoods Packaging & Website
Overview
Urban Foods is a Western Australian food brand specialising in premium heat-and-serve soups and simmer sauces.
As the product range expanded, the team wanted packaging that reflected the quality inside — premium, simple and easy to recognise on shelf. Beyond packaging, the goal was also to create a digital experience that elevated the brand and supported future growth.
Thirsty Fox partnered with Urban Foods to design a complete visual system across packaging and website development.
The Challenge
Thirsty Fox partnered with Urban Foods to develop a connected packaging and website experience.
Scope
- Packaging strategy and design system
- Soup packaging × 9 SKUs
- Simmer Sauce packaging range
- Packaging artwork rollout
- Website design and development
- Visual content direction
Our approach focused on creating a simple but distinctive visual language that lets the product speak, while building consistency across physical and digital touchpoints.
The soup category is often crowded. Many brands use white packaging, heavy content and large food photography. However, Urban Foods chose a different direction. We designed a premium gloss black pouch to create stronger shelf impact and a more elevated feel. To add distinction, each flavour includes a coloured brush stroke inspired by the finishing movement of a chef decorating a plate.
More importantly, the brush stroke became a transparent window. Customers can see the actual product inside instead of relying on illustrations or heavily styled photography. As a result, the packaging creates trust while allowing the quality of the soup to become the hero.
9 SKUs built around transparency
For the simmer sauce range, we kept the same visual architecture to maintain brand recognition. However, customer behaviour changes in this category. People often imagine the final meal before purchasing. Therefore, we replaced the transparent window with real plated food photography. This approach helps communicate serving inspiration and appetite appeal instantly. To complete the experience, the range was finished with matt laminate for a softer and more culinary look.
One packaging system with a different purpose
Packaging creates first impressions. Meanwhile, digital builds connection. To support the launch, Thirsty Fox designed and developed the Urban Foods website. The experience was designed to feel premium, clean and interactive. Large food imagery, simple navigation and product storytelling help bring the dishes and packaging to life.
Urbanfoodswa.com.au
Whether you are launching a new food product or refreshing an existing range, Thirsty Fox creates packaging and digital experiences designed to perform both on shelf and online.
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