IncrEdible by Mario Kounio

incr edible

adventures

in taste & culture

Mario Kounio . Thesis Development . Fall 2010

incr edible

adventures

in taste & culture

Mario Kounio . Thesis Development . Fall 2010

Let me take you on a culinary adventure. Not on the touristy, well lit streets but in the dark paths of true culinary culture.

Pick up something Sacrilicious and have a culinary adventure. Escape the clutter of the modern food market and have an experience. Walk in an obscure part of the world and taste something very difficult to come by. As you enjoy these exotic tastes entertain yourself with stories and legends of the culture that came up with the dish. Come away from lunch with a taste of what it’s really like to live in a “foreign” land.

contents 08

Appetizer

Project Summary

Main Course

Mission Statement

Protein Dish

O.G.S.T. Analysis

Recipe Ingredients

Brand Architecture

Cooking Time

Timeline Chart

Tasting Course

Research

Hot & Spicy

Cultural Media

References

Photography, Reading, Links

incredible adventures in taste & culture

Appetizer QUICK PROJECT SUMMARY

A brand of extreme exotic foods from around the world that combines the sensual experience of taste with interesting cultural information in the form of graphics and web media.

Main Course MISSION STATEMENT

IncrEdible utilizes exotic foods and dishes to explore and discover cultures from around the world. All, cultures reveal their tastes, textures and histories through culinary arts that have evolved over centuries. IncrEdible offers a global table tour to nourish bodies, minds and spirits. The IncrEdible line of products ranges from packaged full meals, snacks and sweets to beverages and savory ingredients to spice up home preparation. Our line of gustatory adventures are also available in select restaurants worldwide.

INFORMATION

TASTE

UNDERSTANDING

No more true evidence exists of a cultureâ&#x20AC;&#x2122;s soul and history than its culinary traditions

Protein Dish O.G.S.T Analysis

The analysis below breaks down the process creating the IncrEdible brand in four direct steps. From the overall objectives to the detailed tactics used to achieve them.

Objective

Strategy

Challenge preconceptions about edible foods

Provide a new variety of easy food for the

and foreign cultures. Create a new platform

busy urban dweller. Brand unusual ethnic

for cultural understanding.

foods in a desirable way. Provides cultural infor mation as a for m of meal-time entertainment.

Goal

Tactics

Get people to eat more adventurously. Give

Combine food and electronic media. Provide

people a deeper peak into understanding

both shelf items and service establishments.

another culture.

Satisfy a range of meal and drink options.

Cactus Taco Mexico

incr edible

Brand

Brand Book

Catalog

Leave-behind final phase of the project.

above the objects, denote the deliverables that will be presented in the

This chart represents the facets of the incrEdible brand. The numbers

Recipe Ingredients

BRAND ARCHITECTURE

grocerie

sacrilicious delights

5 Meals

incredible

grotesque

adventures

Sandwiches

Preserves

Dinnerware

Oil

Salads Snacks Deserts

Sauce

Glasses

Decorations

Drinks

Utencils

Media 2

Posters

Billboard

Ads

Brochure

Phone App Website

Cooking Time TIMELINE CHART Present

FA 10

Finalize Presentation Production

Fall 2010

Finalize Brand Book Finalize Promotion

Research: Market, Images, Graphics, Packaging, Photographers, Restaurants, Decoration, Deliverables

Finalize Restaurants

Develop Promotion Develop Restaurants Finalize Packaging

Fall 2011 Produce Menu Finalize Packaging Finalize Copy Finalize Images Develop Copy Develop Images Develop Graphics Develop Packaging Research Production Shop for Materials Research Market

Spring 2011 Finalize Deliverables Finalilze Concept Develop Content Research Decoration Research Copy Research Menu

Research Images Research Graphics Research Packaging Research Market

Fall 2010

Classes

Research Collaborators

801 Thesis Development . 604 Nature of Identity . 499 Grids . S604 Professional Practices

Research Presentation

Develop: Concept, Copy, Logo, Graphics, Finalize Concept, Logo, Deliverables Produce: Project Folder

FA 11

Spring 2011

Fall 2011

Develop: Images, Graphics, Copy, Packaging, Promotion, Finalize Images, Graphics, Foods, Packaging, Copy

SUMMER 11

Produce: Menu

GR 800 MS Directed Study . GR 650 Design Seminar / Portfolio

Research: Market, Materials, Production, Collaborators

GR 800 MS Directed Study . GR 800 MS Packaging Design 3

CHRISTMAS-BREAK

SP 11

Finalize Packaging, , Restaurants, Website, Print Promotion, Brand book, Presentation, Produce: Packaging, Website, Books, Promotion, Presentation Present

Snake Salad India

Tasting Course RESEARCH

RESEARCH QUESTIONNAIRE

Vote for a name IncrEdible Sacrilicious CuiXine Grocerie Grotesque

Do you think the branding design should embrace the edgy subject or mask it?

Embrace

Mask

Color rating Vote for the color combination that looks most appetizing to you. The one that most relates to food.

You would try Snail

Snake

Beef Entrails

Frog

Kangaroo

Bull Penis

Aligator

Brains

Cricket

Scorpion

Octopus

Cactus

Badger

Sea Horse

Bat

What would you consider the “weirdest” dish you have ever eaten?

Does your home culture have any dishes that are considered bizzarre by others?

In the simpest term possible, list some of the reasons you wouldn’t eat any of these ingredients (e.g.: slimy, dirty, disgusting, etc.)

Symbol Rating Rate the images below on a scale of 1-10 with 1 being the least disgusting and 10 being the most repellent.

Hero Rating Vote for the story you liked the most. Also consider which one characterizes the culture most. The aim of this question is to determine which would be preferable when connecting to another culture. These choices represent two aspects through which the foundations of a culture can be revealed. One being the historic and actual events that occur in it and the other the mythic stories that frame its ethics and traditions.

Jose Rizal Dr. JosĂŠ Rizal was a Filipino polymath, patriot and the most prominent advocate for reforms in the Philippines during the Spanish colonial era. He is considered a national hero of the Philippines. He was exiled and in returning he lead the creation of the new nation.

Lapu Lapu Lapu Lapu is a folk hero that is attributed supernatural powers. He was a legendary tribal leader that was the first to fight the Portuguese when they arrived in the Philippines. He was the General of the opposing army at the battle of Mactan, where Magellan was killed.

Vote

Jose Rizal

Lapu Lapu

Kangaroo Kebab Australia

Hot & Spicy CULTURAL MEDIA

IncrEdible products create a very unique cultural experience, much more informative than any show, book or exhibit ever could. The extremity of ethnic tastes is coupled with originals myths and insightfull life stories that communicate the very roots of said culture. The customer sets up the packaging lid about three inches away from their deviceâ&#x20AC;&#x2122;s camera. Visit the incr-edible.net site on their browser. See their package transformed into a small video clip about a culturaly important myth. Along with the myth, the presentation includes its fingerprint on an ethnic group and the culinary traces it left behind.

q.r. code packaging

camera

incr-edible.net

media device

DAY SNAKE CHARMER a

in the life of a

After putting the sna

Salim and a couple of friend HISTORY -After putting the snakes in the attic, Salim and a couple of friends go back to the market -â&#x20AC;?I check the snakes for any signs of injury or desease and their cages for damage. â&#x20AC;&#x153;

akes in the attic,

ds go back to the market.

Dgemma el Fna Square / Marraquesse / Marroco

7:36 pm 79째f 9% hum.

Marroccan Pepper Snails SERVES 5 25 Large Snails 5sp Virgin Olive Oil 1sp Black Pepper 3tbs Oregano 1tbs Molasses 1tbs Safron 3sp Salt 1qrt water In a deep pan, sear the olive oil with the pepper and the oregabo for a minute and then add the water. After a few seconds, add the snails and stir gently. Aftre half of the water has been absorbede, add the salt and molasses and slow cook for 5 minutes. Add safron and salt, cook for 2 minuutes and let it sit for a minute.

incr edible

Lamb Brains? Egypt

Photography Names correspond to Flickr user accounts. Kanagroo Kebab: Fig & Cherry Lamb Brains: The Second Pancake Cactus Kebab: Chuck Taggart Jungle: Ben (fliokr.com/visbeek)

Reading Consuming the Inebible Neglected Dimensions of Food Choice Helen Macbeth Beghahn Books. 2007 The Cultural Politics of Food and Eating a reader James Watson and Melissa Cladwell Blackwell Publishing. 2005

Links www.andrewzimmern.com www.exoticmeatsandmore.com www.marxfoods.com/ecoplates

Contact Info Designer

Mario Kounio Phone

4154126326 Web

mariokounio@gmail.com mariokounio.com kounio.blogspot.com

To follow the projectâ&#x20AC;&#x2122;s progress and express your opinion, visit these links:

www.incr-edible.net www.incr-edible.blogspot.com facebook.com/incr-edible