TasteBud
TasteBud This is a service aimed specifically towards blind and visually impaired people but can also appeal to the rest of the public. It is designed to encourage culinary exploration when supermarket shopping by delievering varied menus with new oppotunites to broaden your taste buds. ‘Taste Buds’ will delievery a weekly promo containing ‘a hand picked 3 course meal’ specific to the tastes of the recipitant. In addition to the recipe and ingrediants the leaflet will feature money off vouchers and discounts relevant to the products on the recipe. The process of ‘Taste Buds’ will be as follows: • In order to create awareness we will send an intial promo through the post to all blind peoples address, introducing them to the brand and service. • This promo will contain a 3 course meal as well as information on how to apply online and set up a profile selecting preferences e.g. allergies, likes, vegetarian, local supermarket... • Once your profile is complete, we post you our menus according to your taste, containing exciting and varied menus from around the world. • take to the shops, with your new recipe with ingrediatents as well as money off vouchers. • Cook and eat following our simple step by step guide • Log into your online profile and tell us what you think, blogging community talking about favourite recipe and menu of the week, • keep menu card for future references.
The shopping list with a twist
BA Graphic Product Innovation 2011| LCC
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Student: Name
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HELLO Our service has a wide audience but targets the blind and visually impaired community in particular. After research into how the blind prepare and carry out supermarket trips, we discovered they can not be spontaneous when choosing products and must always have a shopping list prior to going shopping. Hence always sticking to the same shopping list, meaning always eating the same foods. Our aim for ‘Taste buds’ is to encourage the blind to experiment with new recipes and menus. However as our brand evolved, we realised that we could target a much wider audience: students, parents, singles, families. Anyone who enjoys a surprise in the mail and is eager to expand their culinary lifestyle. We envision our brand to be fun, easy, encouraging, fresh, social and practical. Our service will provide an oppotunity for the blind community as well as any individual of all ages, cultural backrounds, gender, demographics and social status to be inspired by new and varied menu ideas for their daily lives. It will not only introduce novel ingredients to each individual’s food range but encourge curiosity and the will to try something different.
BA Graphic Product Innovation 2011| LCC
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Brand Name
Student: Name
email address
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Try something new today...
Explore exciting culinary cultures...
MOROCCAN SPANISH
ITALIAN
CARIBBEAN
CHINESE
MEXICAN
THAI
MEDITERRENEAN INDIAN
BA Graphic Product Innovation 2011| LCC
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Student: Name
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TasteBud
VISUALS
TasteBud
PALE GREEN DEEP RED SPICY ORANGE BLUE
YELLOW
TEAL
BA Graphic Product Innovation 2011| LCC
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Brand Name
Student: Name
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T YPE
Futura
Pene
abcdefghijklm nopqrstuvwxyz
abcdefghijklm nopqrstuvwxyz
ABCDEFGHIJKLMN OPQRSTUVWXYZ
ABCDEFGHIJKLMN OPQRSTUVWXYZ
Pene
Futura
ABCDEFGHIJKLMN OPQRSTUVWXYZ
ABCDEFGHIJKLMN OPQRSTUVWXYZ
BA Graphic Product Innovation 2011| LCC
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Brand Name
Student: Name
email address
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How does a person with low vision recognise your brand? -
MEET THE TEAM
Embossed logo, easy to recognize Simple layout Clear large font Contrasting colours Braille
How does a person with normal vision recognise your brand? - TasteBud logo - Colour Palette - Signature visuals (mustache, speech bubbles ect) - Presence of Braille
BA Graphic Product Innovation 2011| LCC
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YO I’m Lauren
Brand Name
Student: Name
Bonjour I’m Louise
email address
Hullo old chap! I’m Freddie
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What is it like to be blind?
“The bus ride felt so long and I couldn’t listen to music because I had to listen out for my stop”. - Lauren
“I had to ask for help to get off the bus because I couldn’t gage the width of the gap”. - Lauren
“I had to ask for help to get of “My senses were much more acute and I felt the ‘bumpy’ pavement for the first time”. - Louise
“The trickiest part was paying for my ticket: All my cards felt the same and so did the cash. In the end I had to ask the vendor for assistance”. - Louise
BA Graphic Product Innovation 2011| LCC
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“I tried to pour myself a cup of tea but the mug overflowed and i burned my finger”. - Freddie
It was so frustrating, I couldn’t tell if my hair looked reem.” - Freddie
BA Graphic Product Innovation 2011| LCC
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Brand Name
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“It was really unnerving even just to walk in the streets because I didn’t know what was in front of me”. - Louise
“I noticed sounds and smells I’d never noticed before”. - Lauren
email address
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Double sided:braille & print Beautifully photographed food
WHAT DO YOU SEE
Clean simple interface Colourful bold graphics
Diffrent Textures Tactile Stickers Embossed/debossed logo
WHAT DO YOU FEEL
WHAT DO YOU TASTE
O D T A H W YOU el
sm
MELTING BUTTER
ll
Because imagery is the strongest sense to sighted beings, there is a photograph of the delicious meal in question on the front of our leaflet. For the non-blind user, this image is the stimulant which makes them want to cook the recipe. Our mouth start to water when we see it and it triggers a desire for that particular food. However for the blind user, we had to think of another way to stimulate their appetite. Instead of showing the food, we describe the food (in braille and on the podcasts) with great detail, with emphasis on tasty, succulent, mouth-watering adjetives. BA Graphic Product Innovation 2011| LCC
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Brand Name
TENDER MOZARELLA
JUICY PINEAPPLE SMOKEY BACON SIZZLING ONION
CRISPY PORK OOZING CHOCOLATE Student: Name
email address
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SIZZZZZLE CRACK POP R E M M I S BUBBLE FRIZZLE SPUTTER MMM MM
WHAT DO YOU HEAR
BA Graphic Product Innovation 2011| LCC
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Tastebud would be advertised on the radio, including on the RNIB channel and other frequencies with a wider audience .
elope comv n e e h t f o s The sound ox provoke b r e t t le e h t ing through d curiosity t an excitemen
A big part of our service would be our website. This includes podcasts and videos of how to prepare and cook the recipes. They would be very clear and extremely detailed to suit a blind persons needs, Brand Name
Student: Name
email address
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Our website is clean and
simple
Hello Felix.
Your New Podcasts are ready.
4 easy steps for everyone: 1. Create your TasteBud account by choosing a username and password. We also need your email address and home address.
BA Graphic Product Innovation 2011| LCC
2. Give us a bit of info about you. What do you usually eat? What do you love and what do you hate? Are you vegan? Allergic to something?
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3. Browse our selection of delicious recipes and tick those which intrigue your senses. This gives us an idea about your tastes so we can tailor meals just for you.
Brand Name
4. Surprise! Your FREE TasteBud leaflet arrives through the post. Includes: shopping list, recipe and coupons for great deals relating to that very recipe!
Student: Name
5. Go shopping according to the list and cook your tasty new meal with help from our online podcasts and videos.
email address
6. Loved it? Hated it? Tell us what you think by going back onto your TasteBud page and modifying your preferences. We’ll make sure you get somehing innovative and delicious every time. 24
Your suprise shopping list, recipe and coupons delived to your door! Big Deal! Tear-away these coupons to get the best deal for this meal.
Now follow this easy recipe
Felix’s shopping list TasteBud collaborates with Sainsbury’s to
bring yout the best bargains and make your shopping experience that much more exciting.
Hello Felix,
We have a
new recipe for you!
2 red onions 2½ tbsp molasses sugar
serves
mins
4
level
60
1
1½ tsp tamarind paste 1 red chilli 3 garlic cloves 1 lime 50ml orange juice salt and black pepper
www.tastebud.com
Tear-away these coupons to get the best deal for this meal.
4 pork chops
2cm root ginger
Pork chops with pineapple, molasses & tamarind
Big Deal!
400g pineapple
1. Put the chops into a shallow ceramic or glass dish. 2. Mix all the remaining ingredients together, except the pineapple, and pour over the chops, turning them in the marinade to make sure they are well covered. 3. Cover and leave to marinate in the fridge for about an hour. 4. Preheat the oven to 170°C (fan)/190°C/gas mark 5
Delicious Carribean flavours customised just for you.
5. Arrange the chops and their marinade in a shallow ovenproof dish, with the pineapple and onion wedges tucked in around them. Mix everything together with your hands. 6. Bake for 35–40 minutes. 7. Check to make sure that the pork is cooked through – it should be white rather than pink in the middle. 8. Serve the chops straight from the baking dish with all the lovely cooking juices from the chops.
HALF PRICE PORK CHOPS Sainsbury’s Basics British Pork Chops
£1 PINEAPPLES
Sainsbury’s Basics
2 for 1
Orange Juice
Everything is personalised and tailored to your tastes
BA Graphic Product Innovation 2011| LCC
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We’ve even got a
Super simple iphone application
In conclusion, this project was probably the most challenging of the year. As graphic designers we rely on our - and our audience’s sense of sight. Everything we make is essentially visual, so to take that vital factor away from us was extremely difficult. However, a challenging brief is a constructive one. I feel that I have learned a great deal these past few months, from researching the blind and visually impaired, to feeling and behaving like them: I walked to the cinema blind-folded and tried to pay for my ticket, I tried to make myself a sandwich with my eyes closed, and even the easiest task like putting my shoes on became a frustrating task. So my awareness towards the blind and visually impared community had considerbaly increased. For the first few weeks I had so much trouble coming up with great solutions to the brief, but when I sat down to discuss it with Lauren and Freddie, dozens of ideas came to us and we decided to work as a group. I feel we worked really well together, firstly because we get along, but mostly because we each have our area of expertise in the design process so the different tasks are distributed very smoothly. Once we had our concept, we all really enjoyed creating the TasteBud brand. This is our first real branding brief and the fact that it was also “live” (set by Hugh from the RNIB) made us all the more eager to work hard. The part I enjoyed the most was designing our brand’s identity - choosing the colours, fonts, images, style, visuals ect - which I must admit was also our weak point because in the end we didn’t focus as much on the blind user. We have plenty of great ideas to include both blind and fully sighted individuals into our brand but the lack of time and rushed deadline didn’t allow us to properly present our non-visual ideas.
BA Graphic Product Innovation 2011| LCC
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