Edible Insects Food Packaging by GHADA WALI STUDIO

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DESIGN DETAILS
DESIGN NAME:
Edible Insects

PRIMARY FUNCTION:
Food Packaging

INSPIRATION:
Insect-protein industries are growing, this is one of the strangest/challenging projects I have worked on, How can I ever make an Edible Insect brand feel appetising/or lets say less disgusting?! The beauty in the details of insects was the insight to build on the visual identity. The biggest challenge is to create an appeal rather than develop repulsive insectological associations and not to shock unprepared consumers with options for serving, and to use illustration to communicate beauty.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
This project is about creating the packaging and the visual identity concept for an edible insect brand. The main challenge is to transform the association of disgust into beauty. Thus, the visual solution is based on a handcrafted illustration demonstrating artistic take, colour and detail.

OPERATION / FLOW / INTERACTION:
It creates a break through in the introduction of insects edible products in a Western market .Edible insects have a huge culinary potential that is only beginning to be explored in the West.

PROJECT DURATION AND LOCATION:
2016 Istituto Europeo di Design IED Firenze, 1 month. During the Mater in Graphic design Degree.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
handcrafted illustration, acrylics paint, ink, pencil, scanned digitised copies

SPECIFICATIONS / TECHNICAL PROPERTIES:
-

TAGS:
insects, packaging, illustration, detail, beauty, disgust, unconventional, transformation, branding, graphic design, paint, handmade,

RESEARCH ABSTRACT:
The definition of a brand is an open elusive concept; it has no specific boundaries or interpretation. A corporate identity is not only created to communicate a tangible product, in many cases it’s a service, a producer or even a person. A ‘functional’ brand identity is in my opinion communicates the brand personality, brand promise, unique selling point, and most importantly a brand that ‘honestly’ sells. Nowadays, a successful identity mark is not only about visual communication, it is about a real user-brand experience. A good brand identity is the one that does not only use appropriate well-designed concepts, logotypes, picture-marks, typefaces or colors but also a one that is able to go far beyond the tangible brand assets, such as the ethos, ambiance, brand strategy, consumer perception, corporate behavior, that surround their product. Real brands are ones that leave marks in people heads, the ones that interact, solve a problem or make their daily lives easier. “From the people, by the people, to the people.” is a great motto that I always keep in my head while working on identity projects. In my working process, Spending time of research and inspiration from the actual thing (people/place/product/service) I am working on is an essential asset to producing real, relevant and honest story-telling designs, People (consumer) for me constitute the main drive and cause of any design project I’m about to embark. I chose to spend time to study and explore their behavior, where they talk about their experience in the place and their real stories. Observing, recording, taking notes, taking pictures, running surveys, interviews etc. This process, which in turn inspires and expands the horizon if any designer in building a great successful brand. Of course in our very fast moving world, not all tasks I am assigned to could have a flexible timeline for a full satisfactory journey. However, working in advertising has made me work effectively under a pressured working mode that requires fast and constant results in best qualities. It’s all about building relationships, catering towards serving customers’ emotional needs. More than selling a function, brands should sell ideas, belief systems, and ethos. Choosing to become part of this world is choosing a brand for life – hence brand loyalty. Brands should study and appeal to their customers’ changeable states, they should customize their looks and features accordingly and resonate with a direct emotion. Then, the single-minded response for a ‘buying’ action no more stands for logical reasons, rather becomes beyond rationale sometimes. The first and main manifestation of reaching this is through customer’s first interaction with the brand – “sight”, the visual language – branding. Brands should customize stories that intersect with their customer’s daily journey at important and intimate moments. Other than design should address to the consumer not the product, design should leverage on the medium used to maximize efficient communication. With a world over bombarding information everywhere, the attention span is diminished so Brand Design should focus on minimal yet impactful use of image and text to maintain strength and power; maybe even simplification to clear iconography is needed. If a question is raised through brand design then this will enable more consumer interaction and will create conversation. Visuals should ensure more than an appeal but a deep mental immersion to the world of the Brand.

CHALLENGE:
The main challenge is to transform the association of disgust of edible insects into beauty. Thus, the visual solution is based on a handcrafted illustration demonstrating artistic take, colour and detail. Turning shock into surprise.

ADDED DATE:
2017-09-14 13:42:47

TEAM MEMBERS (1) :
none

IMAGE CREDITS:
photographs used in the moodboad by : Jean-Christophe Verhaegen/AFP/Getty Images


Visit the following page to learn more: http://www.ghadawali.com
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CLIENT/STUDIO/BRAND DETAILS
NAME:
GHADA WALI

PROFILE:
TED Global Speaker 2017, Ghada Wali makes the youngest female speaker representing MENA region - She believes that Graphic design can change the world. The multiple-award-winning designer developed an Arabic typeface that was chosen as one of the best 100 graphic design pieces in the world by the Society of Typographic Arts in Chicago. Her work has been featured in art exhibits around the world and showcased in various articles internationally such as the World Economic Forum, Quartz Africa, Wired Japan, Slanted Berlin, and many more local and global platforms. Wali's work most recently won the Granshan competition in Munich, as well as two Adobe Design Achievement awards in San Diego. She has been awarded the AWDA, AIAP thhe women in Design Award in Milan, recognizing the influential women in the field. Most importantly, Wali made it to Forbes Europe's List 2017 (Arts & Immigrants category) which makes her the first Egyptian woman ever to appear in this category. As well as OKAYAFRICA-100WOMEN list 2018. She has been featured on UN Women Egypt and has been representing the Egyptian Women Council empowerment campaign. Wali holds a BA degree as one of the first design graduates of the German University in Cairo and a MA degree in Design from IED Florence, Italy, which she won as a scholarship basis. Her design experience includes MI7 Cairo, Fortune Promoseven and J. Walter Thompson, as well as teaching Graphic Design in both the German & American Universities in Cairo. Most recently she was the only woman selected to represent the youth of Egypt at the opening of the world youth forum sharm el sheikh, and has been awarded by the president, which makes it the first time in the history of Egypt to recopgnize and award the field of Graphic Design/Visual Communication and the indusrty as a whole.

NOMINATION DETAILS

Edible Insects Food Packaging by Ghada Wali Studio is a Nominee in Packaging Design Category.

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AWARD DETAILS

Edible Insects Food Packaging by Ghada Wali Studio is Winner in Packaging Design Category, 2017 - 2018.



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