The brief was to create a range that would have distinct personalities and bold character while also sitting harmoniously as a full range when displayed in the chilled aisle shelving. Each flavour is distinguished through the use of minimal, geometric patterns which reflect the heritage of the recipe's origins.

These patterns are inspired by traditional prints from Mexico, Morocco and Italy and are applied to the packaging in a contemporary way that frames the typography and leads the eye to the flavours description and nutritional information. This also allows for the range to be easily expanded upon by applying the same visual pattern system across each new recipe in order to maintain a strong consistent look and feel to the overall brand.

Every time a customer buys a fiid product, a nutrient packed school meal is provided to a child in the developing world. fiid is planning to donate 200,000 meals to the charity by the end of 2019. The back of the packaging tells the story of fiid and how they are being both culturally and environmentally conscious.