A playful dining experience where packaging becomes a game — blending culture, flavor, and design into one immersive journey.

Client

Chelo Club Catering

Year

2025

Services

Brand Identity
Packaging Design
Game Design
Illustration

Location

Mashhad, Iran

This interactive food package invites users to unwrap not just a meal, but a story and a board game inspired by Persian art and heritage.

The Chelo Club branding project was conceived to create an experience that transcends food — a journey where flavor, history, and art converge in one meaningful space.

At its core lies the idea of “traveling through time with taste and play.” Each package was designed not only to serve a meal but to deliver a story, a game, and a cultural experience deeply rooted in Iranian heritage.

The main box draws inspiration from Persian miniature art, lithographic motifs, and Moroccan arches, blending them with geometric patterns and a serene shade of green that embodies authenticity and elegance. Inside, the food containers are placed within three uniquely crafted holders — each double-printed: the outer layer featuring intricate artwork, and the inner side revealing a monochrome isometric board game illustrated in a traditional Iranian lithographic style. The game includes paper-crafted illustrated characters, symbol cards, and a die, transforming the dining experience into a playful cultural moment.

A second red box continues the same visual language while introducing a new interactive game — a culinary-themed path inspired by Chelo Club’s Persian, Arabic, and Turkish fusion menu. Each step adds a playful twist, such as “Too much spice? Move back a few spaces!” or “Say the brand’s slogan and move forward!” The inner lid features the brand story and gameplay guide, turning the unboxing process into both an educational and entertaining experience.

The salad pack was designed as a handle-style holder, balancing functionality and style. Every visual touchpoint — from packaging to menus and in-store displays — follows a cohesive design system to ensure a seamless and immersive brand experience.

Chelo Club is where culture, play, and cuisine meet — inviting people to savor food infused with creativity, storytelling, and a touch of nostalgia.