Friday, 11 May 2018
Thursday, 10 May 2018
OUGD603 - EP - Research Led - Distribution & Promotion
Poster Series
Seen in Context
The poster would be placed in areas where members of families of all ages are found. More specifically, this would be places such as high streets and bus stops. To demonstrate the distribution, I have made some mock ups of the posters in context.
Seen in Context
The poster would be placed in areas where members of families of all ages are found. More specifically, this would be places such as high streets and bus stops. To demonstrate the distribution, I have made some mock ups of the posters in context.
OUGD603 - EP - Research Led - Production: Print & Digital
Brand Guidelines,
Print and Digital
Logo, Colours and Type
The first stage of production was to brand the event. The idea was to combine the existing branding of the venue and the hosts; Belgrave Music Hall and The Centre For Genomic Gastronomy.(CGG) Below is the logo that uses both exisiting logos to create a new, unique logo for the event.
The font chosen, called Source Code, was chosen based on the fact that it looks futuristic and modern and the event focuses on future foods. The choice of colours to run through the event are taken from the website of The CGG.
Below is a separate idea I had for the aesthetic of the prints, the feedback I received outlined that it would be hard to overlay text on top of the design as it would be illegible and hard to make out the type. The design on the right was a lot more suitable for the requirements of the brief.
As well as an A5 flyer, I also produced a poster design that was in keeping with the project branding. The purpose of the poster was to catch the attention of families that may not have seen the flyers. The posters would be stuck up in cafes and public spaces.
Food & Drink Vouchers:
to demonstrate an example of how the event is interactive, these vouchers entitle visitors to try the food and drink available at the event. The food voucher has space for the user to write down the 'future foods' they tried that day. The drinks token is for the parents and adults over 18 years of age. The purpose of the voucher is to encourage people to try the different foods and learn about them.
Instagram Post:
This is what the Instagram post would look like on the Belgrave Music Hall Instagram page.
For every event that Belgrave host, their website features a 1:1 square graphic unique to that event. Below are two examples of the graphic produced for the existing feasts that they host.
Below those is the one that I produced for this event, that is in keeping with their branding as well as my own concept.
Print and Digital
Logo, Colours and Type
The first stage of production was to brand the event. The idea was to combine the existing branding of the venue and the hosts; Belgrave Music Hall and The Centre For Genomic Gastronomy.(CGG) Below is the logo that uses both exisiting logos to create a new, unique logo for the event.
The font chosen, called Source Code, was chosen based on the fact that it looks futuristic and modern and the event focuses on future foods. The choice of colours to run through the event are taken from the website of The CGG.
I went to Fred Aldous to find stocks that I could potentially use for the print collateral for the event. The two stocks I purchased were metallic green and silver. These were informed by both the event colours and that they give off a futuristic aesthetic, especially when combined with imagery and type.
Flyer:
The flyer is designed as an invite. The language used was chosen to make the audience feel as though they have been invited to the event, it also makes it clear from the first sentence that the event is aimed at Families. The flyer was originally printed on the metallic silver stock shown above, however I came across a problem with it. When passed through the printer, the ink bled into the paper which meant that the designs lost clarity, especially the smaller details.
After finding this out, I searched through the stock that was available in the print room and found a similar, metallic stock that worked a lot better. The stock had the same effect as the previous but also took to the ink a lot better.
I made sure that the printer used was able to print in RGB, this is so that the vibrancy of the green was translated from screen to print successfully.
Below is a separate idea I had for the aesthetic of the prints, the feedback I received outlined that it would be hard to overlay text on top of the design as it would be illegible and hard to make out the type. The design on the right was a lot more suitable for the requirements of the brief.
As well as an A5 flyer, I also produced a poster design that was in keeping with the project branding. The purpose of the poster was to catch the attention of families that may not have seen the flyers. The posters would be stuck up in cafes and public spaces.
to demonstrate an example of how the event is interactive, these vouchers entitle visitors to try the food and drink available at the event. The food voucher has space for the user to write down the 'future foods' they tried that day. The drinks token is for the parents and adults over 18 years of age. The purpose of the voucher is to encourage people to try the different foods and learn about them.
This is what the Instagram post would look like on the Belgrave Music Hall Instagram page.
Belgrave Music Hall Website:
For every event that Belgrave host, their website features a 1:1 square graphic unique to that event. Below are two examples of the graphic produced for the existing feasts that they host.
Below those is the one that I produced for this event, that is in keeping with their branding as well as my own concept.
Wednesday, 9 May 2018
OUGD603 - EP - Film Posters - Digital Usage
Social Media &
IMdB Feature
Unfortunately, the posters did not end up needing to be printed, the usage of them existed solely online. This, however, didn't stop the designs from being seen by a wide audience. They shared the posters on their Facebook page leading up to the show. They were also featured on the well known website IMdB. This site is seen by a global audience and so was rewarding to see my work featured.
IMdB Feature
Unfortunately, the posters did not end up needing to be printed, the usage of them existed solely online. This, however, didn't stop the designs from being seen by a wide audience. They shared the posters on their Facebook page leading up to the show. They were also featured on the well known website IMdB. This site is seen by a global audience and so was rewarding to see my work featured.
IMdB:
OUGD603 - EP - Research Led - Defining Brief
Future Food
Brief
- In a world where agriculture and livestock are destroying the planet at an ever increasing rate
- people are starting to look for new ways of achieving a balanced diet, focusing on cutting down our meat consumption
- there ere some amazing advancements in research and technology that can help reduce the amount of livestock we exist to produce
- these advancements are steps in the right direction to achieve change in the way we think about meat
- at the moment, however, these advancements will often come across, to the everyday person, as alien and this prevents a lot of people from showing interest and wanting to make a change.
- in order to get the masses on board with the future of food, the progress must be made more accessible and more FAMILIAR
- if this can be achieved, the future of food will pick up momentum quicker and in turn, save the planet sooner.
Target Audience
- a person's diet starts with what their parents feed them as they are growing up
- dietary habits are picked up at home and will most often stay with that person into adulthood
- if you influence the way children think about food, they are likely to accept that influence and grow up with that knowledge
- However, in order for the children to be influenced, the parent must first be persuaded as a majority of the meals a child has will be cooked and eaten at home
- therefor it is important to target the whole family, children and parents included
- Informed by this was the decision to target FAMILIES
- the aim is to bring families together and teach members of every age, ranging from small children to parents and even grandparents, about where the future of food is headed and why/how they can get on board
Concept
- an event aimed at families with the purpose of making the 'strange' familiar
- the event itself will consist of various interactive stalls and activities including trying and testing new foods, educational games and more
- the families will leave thinking differently about their diets by change as well as HOW they can achieve it
- incentives for going: fun activity for the whole family, food included, drinks for parents.
Brief
- In a world where agriculture and livestock are destroying the planet at an ever increasing rate
- people are starting to look for new ways of achieving a balanced diet, focusing on cutting down our meat consumption
- there ere some amazing advancements in research and technology that can help reduce the amount of livestock we exist to produce
- these advancements are steps in the right direction to achieve change in the way we think about meat
- at the moment, however, these advancements will often come across, to the everyday person, as alien and this prevents a lot of people from showing interest and wanting to make a change.
- in order to get the masses on board with the future of food, the progress must be made more accessible and more FAMILIAR
- if this can be achieved, the future of food will pick up momentum quicker and in turn, save the planet sooner.
Target Audience
- a person's diet starts with what their parents feed them as they are growing up
- dietary habits are picked up at home and will most often stay with that person into adulthood
- if you influence the way children think about food, they are likely to accept that influence and grow up with that knowledge
- However, in order for the children to be influenced, the parent must first be persuaded as a majority of the meals a child has will be cooked and eaten at home
- therefor it is important to target the whole family, children and parents included
- Informed by this was the decision to target FAMILIES
- the aim is to bring families together and teach members of every age, ranging from small children to parents and even grandparents, about where the future of food is headed and why/how they can get on board
Concept
- an event aimed at families with the purpose of making the 'strange' familiar
- the event itself will consist of various interactive stalls and activities including trying and testing new foods, educational games and more
- the families will leave thinking differently about their diets by change as well as HOW they can achieve it
- incentives for going: fun activity for the whole family, food included, drinks for parents.
Tuesday, 8 May 2018
OUGD603 - EP - Research Led - CGG
Further Research into
Centre for Genomic Gastronomy
"The Centre presents its research through public lectures, research publications, meals and exhibitions. Since 32010, the Centre has conducted research and exhibited in Europe, Asia and North America. They collaborate with scientists, chefs, hackers and farmers."
Centre for Genomic Gastronomy
"The Centre presents its research through public lectures, research publications, meals and exhibitions. Since 32010, the Centre has conducted research and exhibited in Europe, Asia and North America. They collaborate with scientists, chefs, hackers and farmers."
Their Work
Counterfactual Cuisine, 2006
A one night event with the Institute of the Future's Food Futures Lab exploring spectacular recipes, writing, and images created by the Centre of Genomic Gastronomy to complement IFTF's newest food future forecast.
The menu of food experiences and light snacks imagines a selection of potential food futures and included: a 'recombinatorial' cocktail celebrating the many fruits and cultures of California.
Planetary Sculpture
Supper Club
A collection of foods, recipes and stories that typify some of the ways humans unconsciously sculpt the planet's biosphere through eating habits, flavour preferences and good technologies.
OUGD603 - EP - Research Led - Further Reading
Experimental Eating by
Thomas Howells
- "one definition of art is making the familiar strange"
- what I'm trying to do is make the strange familiar?
- although the act of eating is familiar to everyone, we are increasingly alienated from the production of our food
- The Mutato Project, 2006
- Maybe don't focus entirely on future of food
- brand looks at food holistically, in a different light like this book demonstrates
- e.g. content of magazine looks at everything food related and gives readers a fresh, new view on the topic
- Gastronomy = art of preparing and eating food
- brand should exist on Instagram?
- an informative Instagram page demonstrating gastronomy in the same way this book does
- Tresspass the Salt - experiment demonstrating using gastronomy for positive social change
- resolving conflict between Palestine and Lebanon
- Smog tasting - identifying amounts of smog pollution in the air through the process of producing meringues
- again, an example of how gastronomy can be used for good
- instead of creating the problem through live stock pollution etc, problems can be highlighted by food to then be encouraged to change
- Andy Warhol - "a Coke is a Coke and no amount of money can get you a better Coke than the one the bum on the corner is drinking. All the cokes are the same and all the Cokes are good"
- Growbot Garden, Food data hacks and Kitchen Lab instigate social action through combining food, technology and community
Thomas Howells
- "one definition of art is making the familiar strange"
- what I'm trying to do is make the strange familiar?
- although the act of eating is familiar to everyone, we are increasingly alienated from the production of our food
- The Mutato Project, 2006
- Maybe don't focus entirely on future of food
- brand looks at food holistically, in a different light like this book demonstrates
- e.g. content of magazine looks at everything food related and gives readers a fresh, new view on the topic
- Gastronomy = art of preparing and eating food
- brand should exist on Instagram?
- an informative Instagram page demonstrating gastronomy in the same way this book does
- Tresspass the Salt - experiment demonstrating using gastronomy for positive social change
- resolving conflict between Palestine and Lebanon
- Smog tasting - identifying amounts of smog pollution in the air through the process of producing meringues
- again, an example of how gastronomy can be used for good
- instead of creating the problem through live stock pollution etc, problems can be highlighted by food to then be encouraged to change
- Andy Warhol - "a Coke is a Coke and no amount of money can get you a better Coke than the one the bum on the corner is drinking. All the cokes are the same and all the Cokes are good"
- Growbot Garden, Food data hacks and Kitchen Lab instigate social action through combining food, technology and community
Food Data Hacks
The program aims to build a publicly available base if nutrition data, to create a new innovative and value adding solutions, and to further develop the use of open data for entrepreneurial purposes. Every year creative, entrepreneurial and scientific projects in the area of food and nutrition data are selected and supported on their way from the first idea to market readiness by providing new open data, intense coaching, mentorship and financial support.
Kitchen Lab
An exciting collaboration between the founding Swedish directors and a new UK partner, KitchenLab UK supplies premium trade and domestic customers with the highest quality chef's tools, equipment and ingredients.
They specialise in sourcing ultra hi-spec commercial catering equipment, molecular ingredients, sous vide equipment, bespoke tableware and mixology accessories.
- Speculative Gastronomy - employs tools, symbols and processes of food preparation in order to imagine food futures, prototype alternative cuisines or critique existing culinary practice
- Centre for Genomic Gastronomy - their role is to train creative practitioners, food professionals and amateurs to imagine and test a range of food futures.
Centre for Genomic Gastronomy
An artist-led think tank that examines the biotechnologies and biodiversity of human food systems.
There mission is:
- to map food controversies
- to prototype alternative culinary futures
- imagine a more just, biodiverse & beautiful food systems
The Centre presents its research through public lectures, research publications, meals and exhibitions. Since 32010, the Centre has conducted research and exhibited in Europe, Asia and North America. They collaborate with scientists, chefs, hackers and farmers.
- InVitro Meats - animal cells grown in a lab for the purpose of human consumption
- Tissue Culture and Art Project - First lab-grown meat
- dressing the meat of tomorrow - sculpture by James King, 2006
- Discussions about converting to an insect diet are different when an audience is shown seductive images of imagines insect sausages.
- We need the voices of artists, outsiders and experimental eaters to make sure that we collectively build a food system that is more just, beautiful and biodiverse than the one we currently have
- everyone is interested in food.
- trend forecasters, social engineers and venture capitalists are looking all over for inspiration to create new products
- Experimental Eating is a conversation starter with people who think deeply about food cultures and food systems
- Contemporary art is an essential domain of experimentation and research
Friday, 4 May 2018
OUGD603 - EP - Research Led - Documentaries
Investigating further the
Issues with the Food Industry
It was important to watch a number of documentaries that address relevant topics. The two stand-out programmes to watch were Cowspiracy and Food Inc.
Cowspiracy
- Cowspiracy is a groundbreaking documentary that uncovers the most destructive industry facing the planet today whilst investigating why the world's leading environmental organisations are too afraid to talk about it.
- As the host, Kip Anderson approaches leaders in the environmental movement, he increasingly uncovers what appears to be an intentional refusal to discuss the issue of animal agriculture
Food Inc
- Food Inc focuses on a similar issue but looks more specifically at the large companies that control the meat production and consumption in the US
- The film concludes by claiming the entirety of our food industry is inhumane, and economically and environmentally unsustainable
- Watching both of these films was important in understanding the severity of the issue
- it also highlighted the neglect and lack of interest by the people at large environmental organisations who have the power and position to change the food industry for the better, but choose not to.
Issues with the Food Industry
It was important to watch a number of documentaries that address relevant topics. The two stand-out programmes to watch were Cowspiracy and Food Inc.
Cowspiracy
- Cowspiracy is a groundbreaking documentary that uncovers the most destructive industry facing the planet today whilst investigating why the world's leading environmental organisations are too afraid to talk about it.
- As the host, Kip Anderson approaches leaders in the environmental movement, he increasingly uncovers what appears to be an intentional refusal to discuss the issue of animal agriculture
Food Inc
- Food Inc focuses on a similar issue but looks more specifically at the large companies that control the meat production and consumption in the US
- The film concludes by claiming the entirety of our food industry is inhumane, and economically and environmentally unsustainable
- Watching both of these films was important in understanding the severity of the issue
- it also highlighted the neglect and lack of interest by the people at large environmental organisations who have the power and position to change the food industry for the better, but choose not to.
Thursday, 3 May 2018
Wednesday, 2 May 2018
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