Foorigin Raising Awareness by Lam Cheuk Yin

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DESIGN DETAILS
DESIGN NAME:
Foorigin

PRIMARY FUNCTION:
Raising Awareness

INSPIRATION:
What is food? We get used to getting food from the supermarket with an elegant packaging but we often forget the origins of the food we eat every day. Foorigin is not only about raising people's awareness but also challenging people's perception of food by reconstructing the existing food with its original ingredients.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
We eat every day. But when was the last time you ask: What is food? We as a consumer, seldom explore and consider the so-called food that we are eating. When it comes to the truth of food, media tends to highlight the bloody and disgusting scenes of slaughtering the animal in order to gain a deterrent effect, however, it is hard for the audiences to accept and the effect is temporary. With this situation, Foorigin uses a causal yet indirect method to raise people's awareness.

OPERATION / FLOW / INTERACTION:
Stage One – to raise the awareness of concerning what food is by posters. Humans have certain expectations of how food should look and this set of conceptual posters related to the processed food is going to challenge peoples’ perceptions of food. In order to arouse curiosity and awareness, a surreal and unrealistic approach is used to reveal the hidden and rarely known truth of processed food in our daily life. Stage Two – To enhance the understanding of the food origin. A series of books were designed for disclosing the truth of food while it covers various kinds of food themes, from meat to vegetables.

PROJECT DURATION AND LOCATION:
The project started in September 2016 and Finished in May 2017 in Hong Kong.

FITS BEST INTO CATEGORY:
Graphics and Visual Communication Design

PRODUCTION / REALIZATION TECHNOLOGY:
For the photography part, the key visuals were made by the original ingredients of the food that people rarely know. For instance, the sausage of hotdog is made by the animal internal organs while the ice-cream is made by the animal fat. As for the printed collaterals, french folding is applied to the publication, encouraging readers to tear out the pages and figure out the hidden truths of food.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Poster - 420 x 297mm Publication - 220 x 170mm

TAGS:
Art Direction, Graphic Design, Photography, Food, Communication Design

RESEARCH ABSTRACT:
Originally, the research was about the situation of vegetarian culture in Hong Kong. At the research stage, questionnaire and individual interview of vegetarian and non-vegetarian were conducted in order to have a better understanding of how the general public thinks of the vegetarian culture.

CHALLENGE:
When it comes to advocating the culture of vegetarian or encouraging people to give a try on vegetarian food, media tends to highlight the bloody and disgusting scenes of slaughtering the animal in order to gain a deterrent effect, however, it is hard for the audiences to accept and the effect is temporary. Therefore, the most challenge part of the project is how to deliver the message in an acceptable way.

ADDED DATE:
2018-06-26 08:29:16

TEAM MEMBERS (1) :


IMAGE CREDITS:
Image #1-5: Lam Cheuk Yin, FOORIGIN, 2017

Visit the following page to learn more: http://bit.ly/2J5UA0U
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Lam Cheuk Yin

PROFILE:
Lam Cheuk Yin, a communication designer based in Hong Kong, graduated from the School of Design at The Hong Kong Polytechnic University. Indulging in the art and design world, he loves thinking critically and is enthusiastic in branding, design exhibitions, and ceramics.

NOMINATION DETAILS

Foorigin Raising Awareness by Lam Cheuk Yin is a Nominee in Graphics and Visual Communication Design Category.

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AWARD DETAILS

Foorigin Raising Awareness by Lam Cheuk Yin is Winner in Graphics and Visual Communication Design Category, 2018 - 2019.



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