Mealstruction

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03. 2019 - 12. 2019 / Future Food Branding
Brand Identity, Research, Photography, Product Design

This project explores a non-threatening and an honest visual language of synthetic food. My brand speculates a situation in the near future, roughly 2038, where synthetic food technologies would have already permeated into our everyday life. 'Mealstruction' provides a monthly cooking catalogue that allows users to easily cook customised synthetic food, based on calories, appearance and nutrition while communicating its merits as the main diet of the future. It aims to provide a positive experience to lead audiences to embrace tomorrow’s new world of eating synthetic meals.

In synthetic cooking, we are not longer eat natural ingredients like fish and meat. Instead, chemical compounds substitute them as a cooking ingredients. I made the ingredients as simple 3D modules, and made the cooking process as Assemble examples processed by food printer or oven. Each module has each own nutritional values, so users can customised them alongside their needs.

Homemade synthetic food Cookbook (2019) 306pp.

This cookbook borrows the format of technical manuals to present honestly that the cooking process is “synthetically man-made”. Also, this technical format engages its users by instructing, providing information and helping them to construct their meal.

It has two chapters, Construction and Instruction. The Construction shows a collection of ingredients which has unique nutritional value so that users can easily compare and choose. In addition, Instruction part represents some recipes which allows users to follow and cook.

Hand-bounded / Printed on Gmund Blank Tactil 90gsm Cover material - PVC

Full Set of Alphabet of Struction (2019)

Lettering experiment

For the brand visual elements, I made a set of alphabet named Struction.otf. I intended this glyph to symbolise the process that parts come together and synthesising. I used this typeface in my brand resolutions to show my concept consistently. Overall, it takes a scientific and retro-futuristic visual language.