incr edible
adventures
in taste & culture
Mario Kounio . Thesis Development . Fall 2010
incr edible
adventures
in taste & culture
Mario Kounio . Thesis Development . Fall 2010
Let me take you on a culinary adventure. Not on the touristy, well lit streets but in the dark paths of true culinary culture.
Pick up something Sacrilicious and have a culinary adventure. Escape the clutter of the modern food market and have an experience. Walk in an obscure part of the world and taste something very difficult to come by. As you enjoy these exotic tastes entertain yourself with stories and legends of the culture that came up with the dish. Come away from lunch with a taste of what it’s really like to live in a “foreign” land.
contents 08
Appetizer
Project Summary
10
Main Course
Mission Statement
14
Protein Dish
O.G.S.T. Analysis
18
Recipe Ingredients
Brand Architecture
20
Cooking Time
Timeline Chart
24
Tasting Course
Research
32
Hot & Spicy
Cultural Media
38
References
Photography, Reading, Links
incredible adventures in taste & culture
Appetizer QUICK PROJECT SUMMARY
A brand of extreme exotic foods from around the world that combines the sensual experience of taste with interesting cultural information in the form of graphics and web media.
Main Course MISSION STATEMENT
IncrEdible utilizes exotic foods and dishes to explore and discover cultures from around the world. All, cultures reveal their tastes, textures and histories through culinary arts that have evolved over centuries. IncrEdible offers a global table tour to nourish bodies, minds and spirits. The IncrEdible line of products ranges from packaged full meals, snacks and sweets to beverages and savory ingredients to spice up home preparation. Our line of gustatory adventures are also available in select restaurants worldwide.
INFORMATION
TASTE
UNDERSTANDING
No more true evidence exists of a culture’s soul and history than its culinary traditions
Protein Dish O.G.S.T Analysis
The analysis below breaks down the process creating the IncrEdible brand in four direct steps. From the overall objectives to the detailed tactics used to achieve them.
O
S
Objective
Strategy
Challenge preconceptions about edible foods
Provide a new variety of easy food for the
and foreign cultures. Create a new platform
busy urban dweller. Brand unusual ethnic
for cultural understanding.
foods in a desirable way. Provides cultural infor mation as a for m of meal-time entertainment.
G
T
Goal
Tactics
Get people to eat more adventurously. Give
Combine food and electronic media. Provide
people a deeper peak into understanding
both shelf items and service establishments.
another culture.
Satisfy a range of meal and drink options.
Cactus Taco Mexico
?
incr edible
Brand
3
Brand Book
Catalog
Leave-behind final phase of the project.
above the objects, denote the deliverables that will be presented in the
This chart represents the facets of the incrEdible brand. The numbers
Recipe Ingredients
BRAND ARCHITECTURE
grocerie
sacrilicious delights
1
2
5 Meals
incredible
grotesque
adventures
2
Sandwiches
%
Preserves
1
Menu
Dinnerware
Oil
2
2
4
2
%
Salads Snacks Deserts
Sauce
Glasses
3
%
Decorations
Drinks
Utencils
1
Menu
Media 2
Posters
1
Billboard
2
Ads
1
1
Brochure
1
Phone App Website
Cooking Time TIMELINE CHART Present
FA 10
Finalize Presentation Production
Fall 2010
Finalize Brand Book Finalize Promotion
Research: Market, Images, Graphics, Packaging, Photographers, Restaurants, Decoration, Deliverables
Finalize Restaurants
Develop Promotion Develop Restaurants Finalize Packaging
Fall 2011 Produce Menu Finalize Packaging Finalize Copy Finalize Images Develop Copy Develop Images Develop Graphics Develop Packaging Research Production Shop for Materials Research Market
Spring 2011 Finalize Deliverables Finalilze Concept Develop Content Research Decoration Research Copy Research Menu
Research Images Research Graphics Research Packaging Research Market
Fall 2010
Classes
Research Collaborators
801 Thesis Development . 604 Nature of Identity . 499 Grids . S604 Professional Practices
Research Presentation
Develop: Concept, Copy, Logo, Graphics, Finalize Concept, Logo, Deliverables Produce: Project Folder
FA 11
Spring 2011
Fall 2011
Develop: Images, Graphics, Copy, Packaging, Promotion, Finalize Images, Graphics, Foods, Packaging, Copy
SUMMER 11
Produce: Menu
GR 800 MS Directed Study . GR 650 Design Seminar / Portfolio
Research: Market, Materials, Production, Collaborators
GR 800 MS Directed Study . GR 800 MS Packaging Design 3
CHRISTMAS-BREAK
SP 11
Finalize Packaging, , Restaurants, Website, Print Promotion, Brand book, Presentation, Produce: Packaging, Website, Books, Promotion, Presentation Present
Snake Salad India
?
Tasting Course RESEARCH
RESEARCH QUESTIONNAIRE
Vote for a name IncrEdible Sacrilicious CuiXine Grocerie Grotesque
Do you think the branding design should embrace the edgy subject or mask it?
Embrace
Mask
Color rating Vote for the color combination that looks most appetizing to you. The one that most relates to food.
You would try Snail
Snake
Beef Entrails
Frog
Kangaroo
Bull Penis
Aligator
Brains
Cricket
Scorpion
Octopus
Cactus
Badger
Sea Horse
Bat
What would you consider the “weirdest” dish you have ever eaten?
Does your home culture have any dishes that are considered bizzarre by others?
In the simpest term possible, list some of the reasons you wouldn’t eat any of these ingredients (e.g.: slimy, dirty, disgusting, etc.)
Symbol Rating Rate the images below on a scale of 1-10 with 1 being the least disgusting and 10 being the most repellent.
Hero Rating Vote for the story you liked the most. Also consider which one characterizes the culture most. The aim of this question is to determine which would be preferable when connecting to another culture. These choices represent two aspects through which the foundations of a culture can be revealed. One being the historic and actual events that occur in it and the other the mythic stories that frame its ethics and traditions.
Jose Rizal Dr. JosĂŠ Rizal was a Filipino polymath, patriot and the most prominent advocate for reforms in the Philippines during the Spanish colonial era. He is considered a national hero of the Philippines. He was exiled and in returning he lead the creation of the new nation.
Lapu Lapu Lapu Lapu is a folk hero that is attributed supernatural powers. He was a legendary tribal leader that was the first to fight the Portuguese when they arrived in the Philippines. He was the General of the opposing army at the battle of Mactan, where Magellan was killed.
Vote
Jose Rizal
Lapu Lapu
Kangaroo Kebab Australia
?
Hot & Spicy CULTURAL MEDIA
IncrEdible products create a very unique cultural experience, much more informative than any show, book or exhibit ever could. The extremity of ethnic tastes is coupled with originals myths and insightfull life stories that communicate the very roots of said culture. The customer sets up the packaging lid about three inches away from their device’s camera. Visit the incr-edible.net site on their browser. See their package transformed into a small video clip about a culturaly important myth. Along with the myth, the presentation includes its fingerprint on an ethnic group and the culinary traces it left behind.
q.r. code packaging
camera
incr-edible.net
media device
DAY SNAKE CHARMER a
in the life of a
After putting the sna
Salim and a couple of friend HISTORY -After putting the snakes in the attic, Salim and a couple of friends go back to the market -�I check the snakes for any signs of injury or desease and their cages for damage. “
akes in the attic,
ds go back to the market.
Dgemma el Fna Square / Marraquesse / Marroco
7:36 pm 79째f 9% hum.
Marroccan Pepper Snails SERVES 5 25 Large Snails 5sp Virgin Olive Oil 1sp Black Pepper 3tbs Oregano 1tbs Molasses 1tbs Safron 3sp Salt 1qrt water In a deep pan, sear the olive oil with the pepper and the oregabo for a minute and then add the water. After a few seconds, add the snails and stir gently. Aftre half of the water has been absorbede, add the salt and molasses and slow cook for 5 minutes. Add safron and salt, cook for 2 minuutes and let it sit for a minute.
incr edible
Lamb Brains? Egypt
Photography Names correspond to Flickr user accounts. Kanagroo Kebab: Fig & Cherry Lamb Brains: The Second Pancake Cactus Kebab: Chuck Taggart Jungle: Ben (fliokr.com/visbeek)
Reading Consuming the Inebible Neglected Dimensions of Food Choice Helen Macbeth Beghahn Books. 2007 The Cultural Politics of Food and Eating a reader James Watson and Melissa Cladwell Blackwell Publishing. 2005
Links www.andrewzimmern.com www.exoticmeatsandmore.com www.marxfoods.com/ecoplates
Contact Info Designer
Mario Kounio Phone
4154126326 Web
mariokounio@gmail.com mariokounio.com kounio.blogspot.com
To follow the project’s progress and express your opinion, visit these links:
www.incr-edible.net www.incr-edible.blogspot.com facebook.com/incr-edible