Functional art for the design-forward kitchen.

To redesign the packaging for viral brand CHOPIT, the copy needed to embody the proposition itself: The Home of Functional Art. Inspired by the gallery experience, Ellie crafted packaging copy that mimics exhibition didactics, transforming cutting boards from everyday kitchen tools into objects worthy of display.

The result is a packaging system that elevates the product before it's even unboxed, earning features in Vogue Australia, RUSSH, and Gourmet Traveller.