[excerpts from my SCAD Methodologies Seminar focus on the intersection and connections between food & design]
Food is a requirement for sustenance, it’s what nourishes our bodies and often our happiness. Its society’s strongest connections to our visceral, instinctive habits. As humans we have a visceral connection to food; distinctive feelings and positions that cannot translate as pungently to other mediums as fluidly as they do with food. When design is complimentary to food or vise versa, a deeper, instinctual connection takes place. This, in turn, builds stronger connections and easily attained familiarity. As Rafael Prieto states in Whet My Appetite, “…Both design and food rely on the creative process: creating something new and exiting that ultimately improves our daily experiences” (Prieto). Because these two fundamental elements in our society are driven by creativity in order to find innovation, they are often sources of elegance in an otherwise utilitarian world. Design adds intrigue and delight to way-finding and day-to-day information. Cuisine can elevate a simple dish into a breathtaking and memorable experience.
There is something so gripping about connecting these two together that the message can become transcendent. For example, Tramontina, a Brazilian cookware and knives company, created The Bible of Barbecue, it knew that creating a powerful message meant taking the user on a journey to not only educate, but interact with their product and their renowned Brazilian churrascaria on an intimate level (Infante). In the form of a bible with beautifully crafted and interactively tactile pages, the book paid respects to the time honored craft of barbeque while showing their company’s dedication to the art (Reis).