Center Designs Packaging for Daniel Humm's Riff Meal Kits, Turning Dinner Boxes into Cooking Lessons

Key facts

• Center, a New York studio, created the full brand identity for Riff, chef Daniel Humm's new meal kit line.
• Daniel Humm is a Swiss-born chef who has spent two decades at Eleven Madison Park in New York, a three-Michelin-star restaurant reimagined as a plant-forward dining destination.
• Riff's first line is built around ingredients that can be cooked in one pan in about 20 minutes at an affordable price.
• Each pack highlights optional additions like lemon, cherry tomatoes, basil or protein and explains what each contributes (sweetness, acidity, herbal lift).
• The colour system includes hero hues Tablecloth White and Riff Blue plus Chilli Red, Leafy Green, Butter Yellow, Boiling Blue, Radicchio Pink, Nutmeg Brown, Noodle Yellow, Rice Purple and Orange Orange; Center says it meets accessibility standards across all 12 shades.
• Typography uses Prisma Text Low, Society and ABC Stefan Simple, the latter for mascot Dan the Pan.
• The box front features the logo and a flavour-coded plate; the back explains the concept, contents and recipe steps, with Dan offering variations.
• A QR code on the top links to Humm's cooking videos with curated soundtracks, and one side is devoted to photographs of recommended fresh produce.
• Slogans include 'Boxed, but not boring' and 'Maximum joy'; the tone is described as 'today's cookbook meets your favourite group text'.
• The identity extends to billboards reading 'Riff for dinner', point-of-sale in the produce aisle asking 'What's for dinner?', and merch including measuring spoons and striped sports socks.