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InnerTaste
InnerTaste
CONTENTS
01
TOPIC SELECTION
03 05 07 09
5 Problems in the US Brainstorming wall 3 Issues Final topic
10
BRANDING
13 14 15 23 24 34 35 36
Background SWOTs Audience Competitors Brand Development Ton & Keywords Moodboard Message & Drivers
38
DELIVERABLES
40 48 62 72
Branding posters Environment Products Food Truck Event
83
CONCLUSION
TOPIC SELECTION
_ 5 problems in the US
_ 3 issues
_ Brainstorming wall
_ Final topic
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5 PROBLEMS IN THE US In this section, I wrote down many ideas from my experience, and I picked five problems that are happening in the society. Some of them are issues that I care about and have been following for a long time, and some of them are problems that happened to me.
Topic 1
FASHION INDUSTRY POLLUTES THE PLANET
Topic 2
JET LAG MAY RUINS YOUR LONGDISTANCE TRIP
Topic 3
SUPERMARKETS THROW AWAY FRESH FOOD Topic 4
TAKING PHOTOS IN SAN FRANCISCO
Topic 5
WAKING UP IN THE MORNING
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BRAINSTORMING WALL
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3 ISSUES OF WASTING FOOD FROM SUPERMARKETS After decided the topic, I did brainstorming and analyzed it with different factors. Then I eventually generated three issues.
BREAKING THE MYTH, BREAKING THE DEADLINE. How to make people realize the fact of sell-by date and rebuild a new cognition of sell-by date?
A SHORTCUT TO A BETTER WORLD. How to make people more willing to do grocery shopping in farmer’s markets, CSA...etc. instead of supermarekts?
NOT EVERYONE IS A MODEL, FOOD EITHER. How to make people more willing to buy imperfect looking food?
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FINAL TOPIC
NOT EVERYONE IS A MODEL, FOOD EITHER. How to make people more willing to buy not-perfect-looking food?
Consumers don’t trust “ugly food”, so supermarkets don’t buy “ugly food” from farmers. Farmers usually throw those not-perfect-crops away. I want to educate people and let them know not-perfect looking food are as tasty as those selected food in supermarkets.
BRANDING
_ Background
_ Audience
_ Brand Development
_ Moodboard
_ SWOTs
_ Competitors
_ Tones & Keywords
_ Message & Drivers
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BACKGROUND
In the US, food retailers discard about 5.4 billion pounds of food per year. In fact, food wasting started even before food came into supermarkets. Since customers don’t trust and don’t know about ugly food, supermarkets don’t buy ugly produce from farmers. And farmers usually throw the food away on their farms. But they are still edible and as tasty as other beautiful produce. Therefore, I wanted to solve this problem by focusing on the beginning of food wasting issue which is ugly produce.
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SWOTs
Strengths
Weakness
Since InnerTaste is sell-
People don’t know about
ing ugly food, its products
and don’t care about ugly
are more affordable than
food, so they don’t trust
regular supermarkets.
ugly food. Also, compare
The personalized cooking
with online grocery shop-
service makes another
ping, it’s inconvenient.
difference between other supermarkets.
Opportunities
Threats
People love local food. There
Imperfect Produce is the pri-
are more and more people
mary threat of InnerTaste in
care about environment and
Bay Area. However, Imperfect
health. Also, people are full
only do online service, and
of curiosities to new and
they mostly deliver pro-ducts
unusual things.
in the east bay.
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AUDIENCE
25-35 years old young people who cook at home often, and care about their health and body shape.
After targeting my audience group, I generated 3 Personas, which is Carlos, Nancy, and Linda. They all care about what they eat, but they got different personalities. So I gave keywords for each of them. Carlos is creative, Nancy is educated, and Linda is thrifty.
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PERSONA 1
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CARLOS “I like to try new stuff, everything can be my inspiration. ”
Age:
Carlos is a vegetarian, and he
29
believes that eating vegetables can
Occupation: Freelance Illustrator
Income:
save the earth. He likes challenges. He’s always willing to try new stuff.
$54,000 / year
Lives in: Mission, San Francisco, CA
Activities:
Carlos cooks a lot. He attempts to invent some creative dishes by himself. He loves to talk with people, and he thinks it’s an effective way to get inspiration.
Cooking, Biking Visiting galleries, Graffiti painting
Carlos likes to make and drink smoothies in the morning. Carlos usually does grocery shopping in farmer’s markets, and chats with those farmers. He rides a bicycle to go everywhere in the city instead of driving.
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PERSONA 2
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NANCY “I hope my children can still see those beautiful sceneries in the future. ”
Age: 32
Nancy cooks at home a lot, she thinks it’s the most healthy way to eat.
Occupation:
She usually buys gluten-free food, organic
Stay-home mother.
food and no GMO food.
Two kids 1&2.
Income: $50,000 / year
Nancy joins some classes, such as cooking class, yoga class.
Lives in:
She hopes she can do something to protect
Pacific Haight,
this planet, so her kids can grow up in a
San Francisco, CA
beautiful environment.
Activities:
Nancy is doing her best to be a role model for
Yoga & cooking classes,
her children. She wishes her children will be a
Taking care of her kids, Reading self-improvment books
good person in the future. She saw raising her children and taking care of her family as the most important job. She mostly does grocery shopping in Trader Joe’s. She thinks it’s affordable, high quality and healthy.
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PERSONA 3
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LINDA “Preparing food for a picnic with my friends is my favorite moment. ”
Age:
Linda cooks at home pretty often. It’s cheaper
25
than eating in restaurants.
Occupation:
She cares about her body shape and health,
Part-time Barista
so she doesn’t eat process food, junk food or
in Starbucks
fast food.
Business grad student in a college.
Income: $18,000 / year
She usually does grocery shopping in Asian markets. She thinks it’s a good way to save money.
Lives in:
She brings unsold food from the coffee shop
Outter Richmond,
where she works. It’s free, and it’s a good way
San Francisco, CA
to protect the environment.
Activities: Having Picnic, Hiking, Camping
Linda is pretty open minded and creative. She likes nature and having a picnic in parks with friends. Linda cares about her outfits, she is always looking for some affordable fashion outfit since she is just a student.
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STAKEHOLDERS
LOCAL FARMERS Farmers used to throw the ugly food away although they know that’s wasting. They are happy to see if some people would like to buy the ugly food. If they can invest InnerTaste, they can not only making money from selling food to the supermarket, but also from the stock.
WHOLE FOODS Whole Foods is known for selling beautiful, high quality and pricey food. There is a negative news about they over packaged pre-peeled oranges, and it affects the reputation of Whole Foods. Therefore, they would probably like to invest InnerTaste to make a contrast with their identity.
IMPERFECT PRODUCE Since Imperfect Produce only sells ugly produce online, it’s a good chance to sell their products in retail stores to develop their market. They can also be a food provider for InnerTaste.
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COMPETITORS
IMPERFECT PRODUCE Imperfect Produce is an organization that based in the east bay; they deliver ugly produce. They only offered online produce boxes delivery, and they mostly only deliver in the east bay.
HUNGRY HARVEST Hungry Harvest is a company that based in Maryland. They also sell ugly produce online, and they don’t deliver to San Francisco either.
INGLORIOUS FRUITS&VEGETABLES Inglorious Fruits & Vegetables is a campaign that was selling ugly food by Intermarche, a French supermarket. However, the campaign is not a long term campaign, people who want to buy ugly produces can’t find it all the time.
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BRAND DEVELOPMENT In this section, I identified my brand and gave them three initial names. At the meantime, I also started to generate some initial logos.
Initial Naming: Foood, Vegy, Ufoodd
Category: Commercial Brand
Location: Local retail store, website and app
Purpose: Promoting ugly food, provide an easier way to let people shop ugly food, and reduce food wasting.
Scope: Local > National > International
Competition & Inspiration:
Imperfect Produce, Sightglass, Blue Bottle, Yelp
General Information: An organization that sells imperfect food. Mainly cooperating with restaurants, also has a real store to sell products and deli. People can also buying products online thru website or apps, and searching restaurants that cooperate with us, CSA, Farmer’s markets.
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INITIAL VISUAL IDENTITIES I chose an iconographic solution that based on DNA concept, which refers although ugly produce is not as perfect as beautiful produce, they are biologically the same.
Typographic Solutions
Iconographic Solutions
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NAME CHANGING
Since “FOOOD” looks like a misspelled word and it’s too casual as a name of a brand. I figured another better solution which is “InnerTaste.” The name represents taste on the inside and also the attitude that we have about appearances.
FOOOD
InnerTaste
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INITIAL VISUAL IDENTITIES 2 With the new name, I redesigned the logo. I kept the DNA concept and developed more possibilities.
Typographic Solutions
Iconographic Solutions
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VISUAL IDENTITY DEVELOPMENT I chose an iconographic solution that is based on a DNA concept; the shape of a chromosome is interesting because it also looks like the pattern of a slice of cucumber. This is to imply that although ugly produce is not as perfect as beautiful produce, they are both biologically the same.
Inner Taste
InnerTaste
InnerTaste
inner taste Inner Taste
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FINAL SOLUTION
InnerTaste InnerTaste
Typefaces Gotham, Regular & Bold
C0 M0 Y0 K100 C0 M0 Y0 K0
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TONES
TONES & KEYWORDS
Young Confident
KEYWORDS
Positive
Fashionable
The tone of the language and visuals in my communications will be young, confident, and positive. Using these tones can make people feel pleased and comfortable with eating ugly food, even being proud of eating ugly food.
Since the ugly food is cheap so that most of the people might think buying ugly food is not cool, and they are not valuable. Making it fashionable is attempting to make people think eating the ugly food is a new trend and it’s cool!
Fresh
To break the myth that ugly produces are low quality, not tasty and unhealthy, making the brand looks fresh is an important work. Not only showing the food but also creating the entire visual mood to make the brand looks fresh, it can totally break customers’ stereotype
Clean
A clean visual identity can help the brand to persuade customers that the products are organic and healthy. Minimal design with lots of white spaces makes people feel like it’s full of fresh air and all the food is well washed, no dirt, no pesticide and they are all organic.
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MOODBOARD
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MESSAGE & DRIVERS
MAIN
Eating ugly food is a new lifestyle that can save the environment, and it’s totally fresh and healthy.
SUB
Ugly food is as fresh and healthy as beautiful food in other regular supermarkets. Ugly food is unique; people can always be surprised by them when people is shopping in Innertaste Buying and eating ugly food is a new trend of living, and it’s environment-friendly.
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DELIVERABLES
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_ Branding Posters
_ Products
_ Environment
_ Food Truck Event
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BRANDING POSTERS
In branding posters, to emphasize the imperfect food, I didn’t use any color except the colors of the produce. Plenty of white space makes the posters look clean and fresh, which also matches the keywords. The layout idea has been inspired by a fashion magazine cover. It is to set eating ugly food as a new trend, but also to stress that it is not necessary to be perfect to be beautiful and confident.
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I placed this poster in Mission district and Embarcadero. They are areas where have creativity and farmer’s markets.
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I placed this poster in Mission district. It’s an area where full of creative graffiti.
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I placed this poster in Lower Pacific Heights and UN Plaza. They are areas where my personas would live and farmer’s markets they would go.
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ENVIRONMENT
Since InnerTaste is the first supermarket that sells ugly produce in San Francisco. The space includes a cooking studio that provides personalized cooking service, kitchen, and dining area. Personalized cooking service is helping people who don’t want to cook, but still want to eat food from InnerTaste. They can shop in the supermarket, give their ingredients to a chef at a cooking studio, and then wait for their meal in a dining area.
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FLOORPLAN
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FRONT DOOR
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You Are Here
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CHECKOUT COUNTER
You Are Here
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To focus on customers like Nancy (Mother with kids), I placed some boards with information about imperfect produce at children’s eye levels, and they can ask staff to give them a stamp oh their stamp collection sheet once they found a new location. Children get a gift after they get all the stamps. Through this game, children can learn something about food. It will also help moms to do their grocery shopping in peace while their children are engaged in a meaningful game.
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STAMPS COLLECTION
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Stamps Collection Sheet
Stamps
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JUICE BAR
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DINING AREA
Customers can have their dishes in the dining area.
You Are Here
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COOKING STUDIO
You Are Here
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KITCHEN
Customers can shop in the
You Are Here
supermarket, give their ingredients to a chef at a cooking studio.
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SHOPPING AREA
You Are Here
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Instead of using regular icons to indicate our produce, I have created some “ugly” icons as InnerTaste’s exclusive design elements, because InnerTaste is selling ugly produce.
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PRODUCTS
InnerTaste has a store brand. It’s selling food products that is made of our ugly produce. The packaging design is transparent to showcase the food inside. It’s not only matching my tones and keywords but also a fashion accessory. Customers who are like Linda will love these products!
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HIDDEN MESSAGES Since these food products are so beautiful, and nobody would realize that they were made of ugly produce, people would be surprised if someone told them about this fact after they finish these tasty food. Therefore, I’ve left the message on the package, but I’ve used the color of the food to hide the message. The text will be more visible after food is finished.
ORANGE JUICE Made from ugly oranges
STRAWBERRY JAM Made from ugly strawberries
SALAD Made from ugly produce
CANNED PEACH Made from ugly peaches
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STORE BRAND PRODUCTS
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EVENT
InnerTaste will attend OFF THE GRID food truck event at Fort Mason every Friday night. It’s an excellent opportunity to interact with people, especially those who are like Carlos, inform them about ugly produce. Instead of telling the message to people. Exploration and discovery enhance learning and absorbing information more effectively rather than being told all the facts. Therefore, “Discovery” is the keyword of the food truck event. I used black color to represent the ugly appearance of produce, and it’s covering different kinds of beautiful, colorful, juicy fruit. Customers can get information about ugly food through interacting with posters, menu, and even food containers.
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FOOD TRUCK
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POSTERS
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MENU
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FOOD CONTAINERS Not all the information is revealed at once. Some messages are hidden and even participant are given clues to gradually to find the message that are hidden at the bottom of the box and under cup sleeves. They will be fully revealed after the food is finished and sleeves are removed from cups.
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JUICE CUPS
Cup with sleeve-Back
Cup with sleeve-Front
Cup without sleeve
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CONCLUSION
With these deliverables, I hope my project can educate people about ugly produce, and let people know that food it doesn’t have to look perfect to taste great and can be as good, if not better, as beautiful produce. I even hope the project can change people’s grocery shopping behavior from shopping at regular grocery stores to my brand — InnerTaste. As many people eat ugly food, the problem of food waste will be reduced.
So... Would you like to try some now?
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DESIGNER Eddie SC Lin INSTRUCTOR Sandra Isla CLASS Visual Thinking, Spring 2016
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EDDIE SC LIN
GR 620 Visual Thinking Spring 2016 Instructor / Sandra Isla