Now a household name and one of the fastest growing companies in New Zealand, it is hard to believe that My Food Bag was once a small and humble startup with a big vision; that cooking dinner could be simple, healthy and delicious.

I was part of the original team that worked closely with the My Food Bag founders to design the visual identity, and the first iteration of the online subscription platform. 

Today My Food Bag delivers wholesome recipes and ingredients to tens of thousands of New Zealanders every week — and much of our work is still in-use, from the sustainable brown paper bags, chiller box designs, through to recipes cards, recipe folders, gift vouchers, and vehicle livery.

During my time at Strategy, I continued to work on a range of projects for My Food Bag, including cookbooks with Nadia Lim and campaigns such as the Feeding Auckland Netball sponsorship promotion targeted at answering the age-old question for sporting families — What’s for dinner tonight?