Three main culture shifts were identified during the study:
- The desire for a healthier and more wholesome world, reconnecting with the origins of food and moving away from more commercialized options that the industrialized world has presented us with
From the origins of the moment with Alice Waters to food co-ops like The People's Supermarket and farmer's markets, there is a moment towards reconnecting with ingredients and finding a fun way to retrain ourselves how to eat healthily. This doesn't mean that we have to ignore design, but rather that design should reflect natural inspirations.
- The embrace of rich, time-honored experiences that center around food and food culture
Would you pay $10,000 for a six to eight week training in the art of butchery? Some meat fans would and do. On a more veggie-friendly note, do you savor the experience of taking a whole afternoon to cook your grandmother's tomato sauce recipe? These food experiences are our heritage and in the spirit of reconnecting with ingredients, there is also a movement towards reconnecting with process and the past and that too can be reflected in design, but with a twist for a digital age.
- A renaissance of creativity, and the mixing of art and fashion with food
Not everything is about organic sustainable farming, how about getting some hardcore Ice Cream at London's The Icecreamists or dining elevated high above city streets? Consumers may be moving away from quick, fast-food experiences, but that doesn't mean every meal has to be a hand made rustic salad, to the contrary, it opens up a desire for high-quality, immersive unique experiences. In this arena the world of Taste meets art and fashion for fun, sometimes edgy results.
With these themes in mind, Pearlfisher then created a case study brand that represented some aspect of insight into the future of taste. From the move towards natural, healthy choices came "Dirty Food," a program that educates children on growing food and reconnects us with the best that the natural world has to offer.
The logo was created with potato stamps to get the natural shapes desired.
From the embrace of heritage comes "Preserve," a digital community that saves the best food experiences our ancestors have to offer.
Cookbooks and packaging mantain a heritage, home-made feel.
Lastly from the meeting place between food and fashion came "Seasonaire" - an avant-garde, exclusive experience that operates as a fashion line with Spring/Summer and Fall/Winter offerings. In this design haute couture touches elevate this brand to something deeply special.
Overall it was an inspiring experience to see the insight process in action. What inspires you?