Crunchy Critters | BA (Hons) Design for Branded Spaces

CHRUN CHY

CRITT -ERS JUDITH ZHU

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1 design brief 2 brand info 3 - 5 design visualization 6 - 7 floorplan explanation 8 - 9 prototype making

design brief The design is for CrunchyCritters, a commercial brand that sells edible insects and promotes a lifestyle of entomophagy (eating insects). I have created a ‘lair’-like landscape which simulates the living environment of insects, which provides an interactive experience including tactile, sound, visual aspect, to enhance the physical sensory of participants. I am doing this because my research shows that people are naturally adversed to eating insects because of negative associations they got, the space is design to provide more positive perspective. I did this by creating playful experiences and memories.

Considering the prejudged cultural barrier and conflicts, I choose to let the audience face insects indirectly, in order to minimize their resistance towards eating insects. The brand promoting value is underneath the whole experience, so the audience could build up a new attitude towards the whole aspect.

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brand value CrunchyCritters is the UK's leading supplier of ready-to-eat edible insects. They consider entomophagy is a healthy life style which not only because it is enviremental friendly( it would emit fewer greenhouse gases than most livestock), but also they are rich in protein which are nutritious alternative s to mainstream staples. the brand's commercial strategies is based on social media impact by inviting celebrities on instagram and youtube to post the video of trying their products. they also give receipes to transfer insects into foods we familier with. yet i looked through all the comments people gave, most think it's still unacceptable and 'a brave thing to do'.

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how it feels like?

main area's landscape formed by soft pattern sets, which allows people to touch it, sit or lay on it. Each pattern have a LED light under it which gives a glowing effect for each one, it represents the exuberant vitality and gives audiences the energy and growing feeling. you also encouraged to choose some free snacks and a colorful glasses from our practocal area and take it on so you will see a completly different world. besides, you could also here a designed sound here.

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window area adds elasticity into material, so you could strech all te patterns and jump like crickets! you will here the summer crickets sound too. this is an unstable world so remember to be careful here. here also have a bonus time at every night, the uv lights would be on!

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3 side windows use neon light as material to combine the logo with the elements of installation, the speaker above have the sound of crickets too.

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how it works? the view from diferent espects

the sections

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eqiupment map

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prototype making

8

thank you