PORTFOLIO Food Design & Graphic Design
Shloka Prasad Kumar
CONTENTS About myself
FOOD DESIGN :
GRAPHIC DESIGN :
Service design - spaceaters
Illustration and typography
Branding & Packaging
Animals, birds and seasons
Pepsico 1 : ChocYourChips
Pepsico 2 : Colour & Nutrition
Gender and climate
Food experience - size
Systemic farmers market
The future is the past
Places of food - pasta
Places of food - mercato 3000
Food marketing & communication - hunky dory
Food marketing & communication - glu yogurt
ABOUT MYSELF food designer
dive master (marine explorations)
food design work
CUTTING BOARD We got a chance to take part in a competition that was held during Milan’s design week. The exhibit revolved around the theme of food, wine and conviviality. In a playful atmosphere, this week long exhibit invited the public to discover also your contemporary take on everything you can imagine for the enjoyment of bread and wine. We were asked to submit proposals for the customisation of an Essent’ial cardboard cutting board. A perfect design tool for any wine and bread aperitivo. Focusing on the “taste of design” topic, we had to create a graphic artwork - a pattern or an illustration - to express in a unique manner all the flavour, fun, energy, symbolic values or the thoughtful memories they can associate with genuine, simple food to be shared in an informal way. I looked at the herbs you would use in bread like basil, lavender and rosemary that would be used in an aperitivo. For example : Red dipicting wine and tomatoes Yellow depicting cheese Beige depicting white wine Green depicting herbs and olives Grey/Blue depicting black olives I wanted to give the user the flavour and essense of the space when they are in a moment of an aperitivo.
FOOD ANTHROPOLOGY (research presentation)
This project was about drawing on our personal experiences, as well as thorough research, in order to share an analysis on the cuisine-identity of your home country. We were to share the context of how cuisine is constructed where we grew up, and prominent historical happenings that have influenced what it is today. After collecting our personal reflections and annotating our research sources, we had to formulate a thoughtful, creative, and visually stimulating analysis. The topics to be covered in your research were (given below) and had to be analyzed, observed, and a thoughtful and concise final insight had to be derived. • Territory • Popular Cultural Practices • Symbolism and Religion • National Identity and Political Implications • Contamination • History • Fine dining and evolution of the tradition • The Outsider • “Ethnic” Food Our research had to be presented in the form of a PDF. The images provided in the next page, are 2 pages from my presentation, where layout and composition were given attention to.
Gupta dynasty : introduction of new cooking methods and products. The Aryans used spices : cumin and coriander. The Greeks brought saffron. Chinese : tea. Invasions, wars, cultural practices Muslim invasions : introduction of biryani which now is also vegetarian.
Bengal has been invaded numerous times, Tamil Nadu has not. Strong influence of Muslim rulers and British French and Dutch colonisers : introduction of non vegetarian. Bengal : fish-lovers (fresh water p referable) South : use of coconut milk Even then: strongly identified â€˜Indian foodâ€™ is chicken tikka masala , chicken tandoori and butter chicken!
Mughal came from the north-west so they influenced North India. Greeks invaded through Maharashtra Cuisine has been influenced by conversations. Inland states are more traditional. States near the coast or near the hills are open to outside influence. British from the east : anglo Indian cusine.
SERVICE DESIGN (Spaceaters)
The brief given to us was about looking into a meatless future. With that in mind, we were asked questions like : How do you sell food that are not ususally considered food? Food substitutes are growing (egg based plants, cricket cookies etc.). These new substitutes will become more necessary as we have to move towards a meatless future. How might the Internet of food (IOF) help people incorporate these new food groups into their diet? As part of this project, we looked into various existing services and decided to take forward the idea of 3D printing, vending machines and using powder as a form. We decided to focus on children and parents as our main target audience. This is because, children are our future and inculcating new habits in children has a better chance of success. Food habits start when young, and once they are educated about a â€˜meatless futureâ€™, it is easier for them to adapt as they grow. Our service also consisted of creating a hypothetical app. The idea we used was to substitute meat with insects. This was done after comparing the two, based on nutrition.
Logo and naming
BRANDING & PACKAGING (La Scarpetta)
Our brief for this group project was given by the company called Coop. Our aim was to sell high quality Italian products abroad. Everyone from my group were of different nationalities. In order to figure out what this concept would mean, we had a lot of brainstorming sessions. At the end of this, we wanted to focus on the idea of ‘certifying’ true Italian prodcuts that Coop was planning on selling abroad. Our concept was that : Everyone would like to be a little Italian when it came to food. The name ‘La Scarpetta’ is a phrase in the italian language that’s close to the heart of everyone who has enjoyed a delicious plate of pasta with sauce. One of the key aspects into creating an Italian brand, especially when it has to do with food, is the family feeling. Using olive oil, tomato sause and pasta as the base, we had to come up with a brand, logo, back of pack, and various packaging ideas for these products. We also looked at the out-of-pack ideas like brand applications, and did mock ups of the final products.
As far as the materials went, we wanted to use things that gave a rustic and traditional feel along with the idea of certifying the products. This was what inspired the logo - taking inspiration from a stamp.
Product 1 : pasta (different colours depict different forms and types)
Product 2 : olive oil
Product 3 : tomato sauce
Back of pack
Product range along with ideas of a mock up in a store.
The brief given to us was given by the company called Tourdefork. We had to : 1. Divide into groups of three & choose one of the follwing recipes and a setting for a gelato photoshoot. • chocolate (romantic mood) • cream and red fruits (summer mood) 2. Define your own visual style 3. Choose props and prepare the gelato 4. Model it and add some toppings 5. Prepare your set 6. Photo shoot This was a fun exercise, and gave us insight into what photograping food would be like. Things are not always what they appear with food photography. In this case, we chose to work on the theme ‘summer mood’ and looked at a pool party as our inspirtation.
PEPSICO 1 (ChocYourChip)
This brief was given to us by PepsiCo, through a company called Design group Italia. We had to, in groups, create a range of food product concepts combining potato chips and chocolate in a clever, appealing ways and identify consumption occations where these combinations are meaningful. This concept was looked at through many themes. The theme that my group chose to work with is ‘gathering’. This meant, that our final concept and execution had to revolve around the given theme. The final deliverable was called ChocYourChip. Our concept is about bringing friends together by creating an experience of sharing. Rethinking the ‘fondue’ idea, we designed a joyful, delicious and easy snack. In the end we had a small photoshoot that told the story of how our product would be used.
PEPSICO 2 (Colour and Nutrition)
The second part of this workshop was about colour and nutrition. The brief given to us : Exploring ways to promote good nutrition using the colours of food. They must indicate product systems enabling people to combine colours and create exciting and meanigful eating experiences. All ideas must be based only on natural ingrediants and colours (no artificial colourants), and have a clear nutritional purposes. Each idea should refer to a specific eating occation : breakfast, lunch, dinner or in-between snack. We worked on the concept of creating your own soup. The soup would be made out of pureed, frozen vegetable cubes, that are for delicious and healthy soup lovers. Our product allows you to choose your favorite ingredients, put them to microwave and obtain a colorful, delicious and organic soup in just a few minutes. Our target is busy people and mothers who want to prepare a nutritious meal for their children in a short time.
FOOD EXPERIENCE (Concept : size) This assignment was a rough sketch, to be done within a limited time. The brief was to come up with a concept on the given topic : size. We had to create a new concept with a new experience for the customer (also taking into consideration service, product, interior design). When you think of â€˜sizeâ€™, you can either look at the size of the place or the size of the food that would be served. We called our restaurant : Pretty sweet. The idea was inspired by avsushi bar, but instead of sushi we decided to serve all-you-can-eat high tea with tiny sweets. Per person the price would be about 20 euros, the food would be served on plates that would be on a conveyer belt. tea cups whenever they wanted to. The cups would come to you with only a tea free and lactose free products. You could either come here for breakfast or tea time (in the moring or the afternoon). Timings would be 9:00am to 6:00pm. As far as the interior goes, we pictured it to be vintage/retro/pastle coloured/80s in pastle colours. You can also see the chefs preparing the sweets.
normal gluten free
We managed to merge three concepts : 1. all you can eat 2. mini size of the products 3. customer can choose what they want
lactose free vegan
of meals that would be served.
SYSTEMIC FARMERS MARKET
For this group assignment, we looked at a farmers market located in Barcelona called : Santa Caterina. The topic given to us was to create : an app. Using this topic, we had to first describe the system present in this market. Then we had to come up with a detailed study about what was lacking in the system. The second slide of our presentation had to be a focused on what was lacking and the problem had to be solved using the topic we had gotten - app.
We realised that in a market like Santa Caterina, the place is very local and is for families, but there is not much child involvement and educating them. Our solution was to create an app for kids (age group 4 to 14 years). This app would be in the form of a treasure hunt, where the kids would be asked a series of questions that they would have to answer. This way, they would be more involved in the entire market experience and also gain awareness of where the produce comes from. Instead of money, the kids would be given tokens/vouchers, and get points when they complete each step.
PLACES OF FOOD (Pasta workshop) The brief was to create a universal pasta retail experience. The concept was based on the idea of creating a pasta temple. This meant making pasta a universal religion. To do this, we had to create a space that reflected the meaning of pasta rituals. This had to be incorporated in the space and the tools. The concept also revolved around the idea of respecting food in a journey to find your inner-self. The floor plan of the space was a given, so the design concept had to work around it. For the execution of this pasta temple, I chose to create a space which had a canal of water flowing in the middle. The chefs would have a workstation at one end of the restaurant and would place the ready dishes on a tray and let them flow in the canal. The canal would be made of warm water, so this would ensure that the food wouldn’t get cold. The tables would be placed around the canal, and the waiters would take the dishes from the canal and give it to the customers - just like in a conventional restaurant. Each table would have a semi-transluscent bunch of wires around it, to give the customers privacy. As the customer entered the restaurant, we wanted them to walk through a passage, where they would go through the process of a ritual of getting prepared for the dining area. In this space, they would get stamped - a sense of belonging, and be handed the aprons and cutlery needed to eat. They would also look at the menu here.
Proposed Restaurant floor plan
I tried to let the space be as rustic and true to the elements - fire and water, because these are the elements that ‘create’ pasta.
Proposed Restaurant entrance stamp
Proposed menu card
PLACES OF FOOD (Mercato 3000)
The brief was about making a market that would exist in the future. What the future would be like was something that I could determined for myself. I chose to go with the assumption that in the future, there will be very little forest area and that buildings would take over all the space we have. This would make having any greenary around us an â€˜oasisâ€™ of sorts. The oasis concept was the base of the concept. One solution was to use architecture as a tool - build a market inside old abandoned buildings. A few hypothetical existing abondoned buildings in Milan were chosen as the location for this upcoming market. The Oasis market was a market based on the healing and wellness philosophy. Why healing and wellness? Because it would be a place to escape everyday life and seek refuge in a spot that is away from the typical space and time structure of the frenetic and polluted city. Some of the healing products that would be sold at the market were candles, shells, soups, teas, perfumes, healing crystals, herbs, flowers and organic vegetables. The following images are just ideas of what the spaces could look like.
The brief was to create a connection between Buenos Aires, Argentina and a small town in Italy called Monferrato. Monferrato is well known for a few products such as wine and gelato, but there is a huge lack in tourism because people don’t know about the variety of produce. Gelato is a popular product in Argentina, and the aim was to somehow convince Argenitians to fly all the way to Italy and go to this small town.
The solution found was to give gelato a new format and thereby making it a premium product. The brand was called ‘zero gradi’, as in zero degrees. There would be a partnership with Argentinians, in order to introduce the product. At the back of each box of gelato, there would be a small story about the ingredients and the people who have made it. This way you get to know about the local people and it is a way of storytelling and extending the brands identifcation.
Partners in Monferrato - using all local ingrediants
LIEDHOLM Vino Barbera
CAMPO QUIJANO Dulce de leche
AZIENDA APISTICA GIUSEPPE PITARRESI Miele
Front of packs
Back of packs
Mock up of the launching event
FOOD MARKETING & COMMUNICATION (Hunky Dory)
The brief was split into 2 projects. The aim of the first project, was to develop a stratergy for the assigned business : chocolate bar. Then, analyze what the competitors do on social media - which included brands like Kitkat, Nutella, Mars and Enervit bars. A given social media had to be chosen, and finally the hypothetical chocolate bar had to be sold to university students. Once all of this was done, the stratergy chosen was to focus on different colours/ flavors using an everyday context, making Hunky Dory an essential snack.
FOOD MARKETING & COMMUNICATION (Glu yogurt) The aim of the second project was to create and sell yogurt to children (age 2 to 6 years) and mothers. A brand had to be created along with a hypothetical advertisment. Since it is a double target product, the focus was on the benefit that the product was“drinkable” - this became a common benefit for both target groups. From the kid’s point of view, when a product is drinkable, it is easy to consume. From mother’s perspective, the value is to “make my child eat independently”. Finally, because it’s drinkable, the act of consumption of the yogurt becomes more cool for the kid. Thus, making the kid feel approved by their peers. As far as the packaging of the product goes, it needed to be ensured that from the kid’s point of view, it should be cool, playful, funny, represented by a familiar character and have a friendly shape. From mother’s perspective, the product needed to be organic, and healthy. This is a key component, because this way the mother feels that her child will grow up well, and there is an emotional and rational reasoning for buying the product. The rounded shape with familiar personality, inspired by the shape of fruit - which is the main ingrediant. Also, the logo has a face in it that is inviting to children. The material is recyclable plastic (restricted policy for yogurt packaging). The colors are appealing to kids and the color of the container immitates the color of the fruit. The name of the brand was ‘Glu’. Glu reminds children of the sound “glu glu” in the comics when characters are drinking anything. The name is easy to pronounce both for the mother and the child. It is simple but strong enough to be remembered. Finally, for the advertising, an interesting fact was that between the time a baby is born until they are 6 years old, a child grows a lot. The aim was to show this evolution.
BRIEF & AIM
Our experience of food involves a number of senses, including sight, hearing, touch, taste and smell. These senses are not isolated from one another. They work together, providing a robust and coherent impression of what we are eating. Using one or more senses, is it possible to determine : (a) if chocolate-chips is an acceptable product in Italy (b) what is the ideal combination (through blind tasting) The senses used : Sight and Taste
SOME RESULTS FROM THE EXPERIMENT
CONCLUSION FROM THE EXPERIMENT
Through the experiment, we see that our senses are not isolated from one another. They do influence our decision making. In this case, it is shown that after tasting the product, more participants agreed in wanting to buy the product.
Since a majority would buy the product, it can be assumed that : (answering the initial 2 questions) (a) yes, chocolate-chips is an acceptable product in Italy (b) the ideal combination is - vegetable chips with white chocolate because both the conscious choice (second choice) and the eeg data (first choice) show that they are both preferred. It was seen that most of the time when the same question was asked for the second time after the tasting, the answers changed. This showed that tasting the product influenced their choice.
graphic design work
ILLUSTRATION & TYPE
This was the first time I was exploring at mixing type and illustration. The topic given to us was â€œsomething personalâ€?, and my dog had just passed away. So I thought it an apt topic to use.
The concept behind the image is that the last night I spent with my dog was during a meteor shower. We spent the entire night sitting in the garden looking up at the stars. I wanted to incorporate the feeling of that night, and also use my feelings as the text. The text reads : How much you mean to me. You were my first actual doggie more like a brother really. Maybe the great do die young.
ANIMALS, BIRDS & SEASONS
My inspiration for this project was photographer Karen Knorr. The concept was to play with light and also incorporate animals, bird and floral motifs, just like she had in her images. I looked at the animals and birds in her images, and wondered how prominent each animal or bird is in India, and whether or not it has any relevance to a particular season in a year. I finally zoned in on looking at migratory patterns of birds, and the birth of animals. Architecture is also a huge part of her images. I looked at all the motifs used in the forts she had photographed, and found that most of them had a floral motif. This led me to explore the blooming patterns of flowers in India. Merging these elements together, resulted in the following illustrations.
Animal : cow Flower : buds of a flower
Animal : elephant Flower : chrysanthemum
Bird : eurasian golden oriole Flower : larkspur
The brief was to find out information on 2 typefaces : “Avant Garde” and “Fraktur”. And then create a poster that would explain to the audience what the main points of the typeface were. The poster also had to give a feeling of what kind of layout the typeface would generally be used in. Since Avant Garde - from my research - is mostly used in magazines, I ended up using a very ‘magazine spread’ kind of layout. Fraktur on the other hand is a very old font. Using too much of it on one page can confuse the reader. Keeping it simple is critical. The following images are the two posters that I created.
I enjoy photgraphy. The topic for this project was ‘neighbours’. I didn’t want to look at people as such, and also found that we are surrounded by so many more other creatures then just humans. Like dogs - street dogs in particular and take photographs of their expressions. Because they live on the street they cover themselves in a layer of suspicion. If you can get past that, they can be very loving. Even when asleep, they are within the shell that they make for themselves.
GENDER & CLIMATE
The brief was to merge “gender and climate”. Initially I found it very hard to try and mix the two topics. As part of the process I dug up old pictures of my family to help draw inspiration from. The two images here are of my mother. The first image is during a ‘puja’ (prayer ritual), and is juxtaposed with a letter that was written to me by my grandfather. The letter isnt ‘climate’ in the literal sense but always gives me that warm feeling everytime I look at or read the letters. The second picture is again my mother on her wedding day. The juxtaposed image is of lights that I had taken on Diwali - which is the festival of lights. I wanted to give the viewer a feeling of celebration and colour.
Mural painting has always fascinated me. Purely because of the size. We were given a public compound wall that was alongside the road. Our inspiration was to be our surroundings. Since typography has always been a focused interest of mine, I wanted to see how I could incorporate it in my work.
My inspiration came from the passers by, and I recorded the kind of conversations that they were having. Most of the passers by were mainly fruit venders and school children, and I tried to stay true to their form. The second image was a wall that was unfortunately always used by ‘auto drivers’ (small three wheeler taxi’s) to urinate on. We wanted to try and make them aware of the fact that the space is not meant for an act like that. So we decided to play on the words : we see you pee. We used owls, mirrors and silhouettes of men to try and express this strong emotion. Hopefully they got the message.
THE FUTURE IS THE PAST
For this particular project, my project partner and I aimed at looking at the evolution of type. We determined that typography is an essential aspect of visual communication. Our 3D form of depicting our subject had to engage with the viewer in many ways but mostly had to be economically sensitive and supportive. In the future we see graphic design as something that is more universal, language interdependent, as symbolic as possible, more inclusive and possibly multisensorial. Typography is something that has always been evolving since the begining of time. It is the most basic and one of the most important forms of communication. It is versatile. Since we were looking at typography, we went backwards and looked at what ancient typefaces were like. It was interesting to discover how all the old typefaces are coming back into fashion. We started off, with wanting to create a 3D structure that had light as a huge factor. We took examples of old typefaces and made different compositions. These compositions were then 3D printed on acrylic sheets. When these acrylic sheets are placed one in front of the other and looked through, the distinctive nature of any of the typefaces get merged. You canâ€™t really say what typeface belongs to the past or which one is a new one.
The future is not yet comprehendable but we do have an idea of what direction it may go in. It would have been nice to play with shadows and have light pass through the structure.
Unfortunately, for the exhibiton we werent able to get a light source. So we had to take photographs of what it could look like if light passed through the structure and printed out the image. The structure is made out of acrylic sheets which is clear and transparent. The conposition is named : The Future is the Past.
Language is a way of communicating and expressing ones emotions. It is also a way of telling stories. The topic I chose for my personal project is “languages in India” (India has 22 official languages. According to Census of India, the total number of mother tongues spoken in India is 1652). Each language has a different script. It was personally meaningful to play around with the unique forms of the script, that show it’s beauty beyond any legible information. Since my youngest days, different languages have played a role in my life. I chose to work with the languages that have something to do with my personal identity and upbringing. These were : - Arabic - Urdu - Hindi - Bengali - English Poster 1 : Phrase - New Beginning Written in Bengali, Arabic and Urdu.
This series of posters also express the relationship Ive had with my mother.
Poster 2 : Phrase - Adventurous Written in Hindi and Bengali
Poster 3 : Phrase - Independence Written in Bengali and English
This project required the designing of the cover for The Outsiders by S E Hinton. The story is about how teenagers regard themselves and each other ; and how being from different social classes, this gets played out in mindless violence. The narrative is from the point of view of one character - Ponyboy. Through all the intense violence and chaos, he finds calmness and hope looking at the sunset, and even a sense of equity amonst all his 55 friends, family and rivals. “This sunset is real good from the West side, and you can see it good from the East Side too”. When one of this close friends -Johnny is dying he reminds Ponyboy : “I like the way you dig sunsets, Pony. Thats gold. Keep that way, it’s a good way to be.” This is something that caught my attention and inspired the graphic for the cover.
ATTADU LABSTUDIO (final undergraduate project)
I decided to work on creating an experience which would extend senses while engaging with a particular product in a space.
I helped build a portable DIY/DIWO (do it with others) labstudio and also worked on two aspects : an instruction manual and the branding and packaging.
PACKAGING, BRANDING & THE INSTRUCTION MANUAL
The names that were looked needed to trigger ideas to do with a collaborative maker space. Finally, the name “Attadu” was chosen, which means ‘to make’ in Kanada (local language) and since our target audience would be local it made sense. The A represents a block. ‘Atta’ represents construction and the T bridge is a metaphor that is bridging the gap between different disciplines, such as science and art. This was my first venture into packaging and proved to be a very valuable learning experience.
INTERACTING WITH THE KIT
This was a small workshop that was conducted, that helped prototype our final kit. Alot of children came and tried it out!
thank you / grazie