LINDA KLOCK PORTFOLIO FOOD DESIGN& INNOVATION
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LINDA KLOCK Dutch 01-05-1994 + 393894986975 lindaklock@hotmail.com
Hi there, my name is Linda. I am a marketingcommunications professional with a passion for food, design & innovation in retail. Highly interested in healthy and sustainably produced food, because I believe this is the future. After highschool I decided to go for my bachelor in Communications, which I thought I would like a lot because of its creative projects. Well, about 25% was actually creative work, but despite this I really learned a lot about how to get the right message to the right people in a very hands-on way. During the second year of my bachelor I went to live on my own, this is when my interest for food really sparked. I became more and more interested in and conscious about food production, products and retail. For my graduation I did an internship at the marketing department of a food company called Garden Gourmet (producer of meat replacement products, p o r t f o l i o
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part of NestlÊ). I discovered what I already knew: I want to work in the food industry. But not just as a communication officer, I knew what I wanted to do: become someone who can develop, or guide the process of developing, new food products and experiences keeping in mind food trends and the wants and needs of the consumer. So this is how I ended up searching for a Master’s degree concerning food, and this is how I found the Master in Food Design & Innovation at Scuola Politecnica di Design in Milan. Untill today I am so happy I made the choice to come to Italy to learn about the world of food science, nutrition, packaging, product design and much more and combine the world of marketingcommunications with my passion: food. In this portfolio I show a selection of the projects I worked on in groups this year. In most of the projects I was responsible for concept development and branding. k l o c k - f o o d
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M A S T E R P R O J E C T S
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#1 F O O D SERVICE DESIGN
How might the internet of things be used to give people more control, being able to track and buy from ethical producers? Our research showed that people have little time and therefore just buy at the closest supermarket and that there are a lot of disadvantadges of the current supermarket. To solve these problems we came up with a virtual supermarket called KM0 (kilometre zero). Instead of letting people come to the
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supermarket, the supermarket comes to them: you can find KM0 screens all over the city and at all the places you usually visit like metro stations, offices, schools, parks, neighbourhoods and so on. At KM0 you shop locally produced products, see where they come from and you can even ask questions to the producer. After shopping, the groceries will be delivered at home. In this project I was responsible for the main concept and the design of the system and marketing plan. >>>
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L O C A T I O N : P A R C O
M A R K E T I N G
S E M P I O N E
M A T E R I A L S
facebook advertisement
newsletter
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#2 F O O D BRANDING& PACKAGING DESIGN
Design a brand, naming and packaging design to sell a wide range of high quality Coop Italian food products abroad, using the Italian food culture to position the brand. We came up with the brand AUREA, which means golden ratio in Italian. Italian products are sold around the world, but we noticed that it is most of the time done in the same way: using bright colors, Italian (family) names and with a big focus on tradition. We decided to focus on a different perspective and
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went back to the roots of Italy: The Renaissance. Art was very important in this period and Italian artists started to be proud of their works. Artists were striving for perfection and using mathematical formulas like the golden ratio. The concept related to this: the Italian way of producing is similar to creating an artwork, therefore the products are pieces of art. My role in this project was mainly the branding and storytelling part. I designed the back of pack and the final presentation.
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#3 F O O D STYLING
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A workshop in food styling & photography: the dream of every ‘foodie’. Creative agency Tour de Fork taught us all the secrets and one in particular: making icecream without icecream. The picture on the left may look like a delicious plate of icecream, but actually it is potatostarch powder mixed with food colorings. This technique is used a lot in the food industry, because icecream is hard to shoot under the heat of lighting. Next to this we learnt a lot about the process, lay-out and lighting. I really enjoyed this workshop, but there is still a lot to learn and food styling & photography is definitely an area in which I would like to develop my skills.
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#4 F O O D PRODUCT D E S I G N: colors & nutrition
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Explore ways to promote good nutrition using the colors of food. They must ideate product systems enabling people to combine colors and create exciting and meaningful eating experiences.
This is why we developed Falafull: a colourful range of naturally colored falafels with a filling of creamy hummus (chickpeaspread). Falafull can be eaten as a healthy snack rich in protein or as an addition to color your meal.
In the future there will be more and more people on our planet, food will get scarce and the climate will change due to intensive farming. We found that if we want to keep feeding the world, we should eat less animal foods and more plantbased foods.
Design Studio Italia published an article on their website on all the projects. Read the article here.
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During this project I was responsible for the recipe development, naming and branding. >>>
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V A R I E T I E S 4 different types of falafull
P R O P E R T I E S nutrients for alternative protein
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#5 F O O D PRODUCT D E S I G N: chips & chocolate
Develop a range of food product concepts combining potato chips and chocolate in clever, and appealing ways and identify consumption occasions where these combinations are meaningful. Acccording to this briefing from PepsiCo we developed a product combining potato chips and chocolate. We chose a totally unexpected eating occassion: breakfast.
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This potato chip waffle with dark chocolate is ideal to eat for breakfast or take to go to have your daily shot of energy. Wachip & Go is made of potato, chocolate, nuts, dried fruits and grated coconut. These ingredients are known for their energy boosting benefits. The waffle shape complements to the idea of breakfast and a to go snack.
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#6 F O O D RETAIL EXPERIENCE
Think of a new restaurant or retail concept regarding the trend ‘size’. What would it look like and what kind of food will you serve? There are already tons of all-youcan-eat restaurant, but not in the sweet/desserts area. We decided to design a restaurant with a conveyer belt with sweet treats and tea. You go here for breakfast or tea time and pay a fixed amount of money to eat as much sweets and drink as much tea as you would like.
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The interior matches with the concept: a vintage looking and retro style space with pastel colors. Consumers can choose their own favorite 80’s / 90’s classics on the jukebox. You can see the chefs preparing the sweets in the middle of the conveyer belt. For this small project I thought of a way to make it easier for consumers to see whether a dish contains gluten, lactose, etc. by coloring the plates.
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#7 F O O D SPACE D E S I G N: pasta place
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Come up with a concept and interior design for a new ‘Place of pasta’ that has no connection with any specific culture or nationality.
comfortable slurping, because through technology the sound is transformed to something positive: music.
The inspiration for our concept SLRP comes from responsive design and the technology to adjust spaces to the behaviour of people.
During this project I chose the furniture and materials for the interior, made screens of the interface of the tablet on which consumers can order, choose their music and pay. >>>
Slurping has a different meaning in different cultures; in Europe it is something bad and impolite, in Asia on the other hand you are showing respect for the chef. SLRP is a restaurant where you can feel
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M A T E R I A L S
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I N T E R F A C E
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LINDA KLOCK
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+ 393894986975 lindaklock@hotmail.com
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