Gourmet Club wanted to reduce the number of clubs offered to focus on fewer items. We wanted to showcase this streamlining in their identity, mixing a clean and minimalistic logo with a smile shaped finish. Once we defined the direction and values of Gourmet Club, we designed 5+ logo directions and variants in order to create the companion materials, including typefaces, colors, business cards, and labels. The modern feminism direction we took is representative of a mix of the luxury codes while being accessible and creative. The same minimalistic approach and codes are translated on the packaging we designed.