Maisie Eatery Takeaway Packaging

Situated in a historical museum, Maisie Eatery is a daytime eatery that is much more than it seems. With a daily changing menu of surprising and inventive combinations like carrot cake croissants, grapefruit and arugula salads, coffee cake tiramisu, fried halloumi and sriracha wraps, there is no shortage of awe.

As a daytime establishment set to attract foodies looking for a new and exciting adventure, the brand has a charming whimsy with a cheeky flair.

Inspired by the personal past of the Executive Chef and the unorthodox combinations in the menu, the Maisie brand draws on a number of things that are beloved now. Maisie Eatery’s brand really comes to life through its illustrations, changing seasonally with hidden elements to explore.

Maisie fed fairy cakes to her granddaughter as a token of care and appreciation, pouring her love into her cooking, inspiring the fairies that have become the mischievous mascots for the brand. Throughout the brand, the fairies, messaging and materials are cheeky and layered in meaning, giving customers the same sense of surprise and delight that they experience with the unexpected combinations in the menu. It was vital that this personality extended to the packaging, which needed to signal the kinds of inventive, delicious treats that they contain.

We took the inventive brand illustrations and applied them to Maisie Eatery’s takeout boxes, cups and cake boxes. For an extra element of whimsy, we included a secret for customers to discover: a squished fairy on the bottoms of the boxes.