Gooh started in 2005 as collaboration between Lantmännen and Operakällaren, one of Sweden’s top restaurants, headed by its star chef Stefano Catenacci. The idea was to create great restaurant-grade food, made by high-end chefs and bring it to the public. A new, ground-breaking MicVac technology was used, resulting in fresh, well-cooked meals without preservatives.

To stay top of mind in the category, Gooh needed to update their selection. For that purpose, Gooh and Filip Fastén joined forces. Filip Fastén is one of Sweden’s most acclaimed chefs and a master of flavours, raw material and techniques. The collaboration aimed to increase the presence of the Nordic Food movement in the Gooh brand.

People constantly talk about food, think about it and want to experience and explore it. New restaurants open almost daily. The interest for raw ingredients and their provenance has never been stronger and the New Nordic kitchen is super trendy. As a result, there is an ever growing demand for quality food with a Nordic touch.

The idea
Gooh has always been about the love of food and raw ingredients. Now with the Lagat av Kockar – Filip Fastén, we’ve added a Nordic layer. To showcase Filip Fasténs creativity, the design integrates details from Agrikultur,- his award-winning restaurant,- such as his unique butter knives, the napkins and the plates. With a picture of Filip on pack and his story inside the package, he is treated as the star he is.. The look and tone of voice are warm and welcoming, to create a feeling of taking a little piece of the restaurant home with you.

  • Design Concept
  • Packaging Design
  • Storytelling

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