IncrEdible

incr edibleadventures in taste & culture

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incr edibleadventures in taste & culture

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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.

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

contentsAppetizer

Main Course

Protein Dish

Recipe Ingredients

Cooking Time

Tasting Course

Hot & Spicy

References

Project Summary

Mission Statement

O.G.S.T. Analysis

Brand Architecture

Timeline Chart

Research

Cultural Media

Photography, Reading, Links

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incredibleadventures in taste & culture

AppetizerQ U I C K P R O J E C T S U M M A R Y

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 CourseM I S S I O N S T A T E M E N T

IncrEdible utilizes exotic foods and dishes to

explore and discover cultures from around the

world. All, cultures reveal their tastes, tex-

tures 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 restau-

rants worldwide.

INFORMATION TASTE UNDERSTANDING

No more true evidence exists of a culture’s soul and history than its culinary traditions

O . G . S . T A n a l y s i s

Protein Dish

Objective

Goal

Strategy

Tactics

O

G

S

T

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.

Challenge preconceptions about edible foods

and foreign cultures. Create a new platform

for cultural understanding.

Get people to eat more adventurously. Give

people a deeper peak into understanding

another culture.

Provide a new variety of easy food for the

busy urban dweller. Brand unusual ethnic

foods in a desirable way. Provides cultural

information as a form of meal-time

entertainment.

Combine food and electronic media. Provide

both shelf items and service establishments.

Satisfy a range of meal and drink options.

Cactus Taco?Mexico

Brand Book

Catalog

Leave-behind

3

incr edibleBrand

Recipe Ingredients

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B R A N D A R C H I T E C T U R E

sacrilicious delights

grocerie grotesque

incredible adventures

Media

Drinks

3

Meals

5

Snacks

Deserts

4

Oil

Sauce

1

GlassesUtencils

2

Sandwiches

2

Salads

2

Posters

2

Ads

2

Billboard

1

Brochure

1

Menu

1

Website

1

Preserves

2

Decorations

%

Dinnerware

1

Menu

%

%2

Phone App

1

Recipe Ingredients

Fall 2010

Fall 2010

CH

RIS

TM

AS

-BR

EA

K

Spring 2011

Fall 2011

Finalize Deliverables

Finalilze Concept

Develop Content

Research Decoration

Research Copy

Research Menu

Research Collaborators

Research Images

Research Graphics

Research Packaging

Research Market

Produce Menu

Finalize Packaging

Finalize Copy

Finalize Images

Develop Copy

Develop Images

Develop Graphics

Develop Packaging

Research Production

Shop for Materials

Research Market

Present

Finalize Presentation

Production

Finalize Brand Book

Finalize Promotion

Finalize Restaurants

Research Presentation

Develop Promotion

Develop Restaurants

Finalize Packaging

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

Develop: Concept, Copy, Logo, Graphics,

Finalize Concept, Logo, Deliverables

Produce: Project Folder

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Cooking TimeT I M E L I N E C H A R T

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Spring 2011 Fall 2011

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Finalize Packaging, , Restaurants, Website, Print Promotion, Brand book, Presentation,

Produce: Packaging, Website, Books, Promotion, Presentation

Present

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SP11

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Research: Market, Materials, Production, Collaborators

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

Finalize Images, Graphics, Foods, Packaging, Copy

Produce: Menu

Cooking Time

Snake Salad?India

RESEARCH QUESTIONNAIRE

Tasting CourseR E S E A R C H

IncrEdible

Sacrilicious

CuiXine

Grocerie Grotesque

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

Embrace Mask

Vote for a name

You would try

Snail

Frog

Aligator

Snake

Kangaroo

Brains

Beef Entrails

Bull Penis

Cricket

Scorpion

Cactus

Sea Horse

Octopus

Badger

Bat

Color rating

Vote for the color combina-

tion that looks most

appetizing to you. The one

that most relates to food.

Tasting Course

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.)

Rate the images below on a scale of 1-10 with 1 being

the least disgusting and 10 being the most repellent.

Symbol Rating

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 prefer-

able 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 RizalDr. José 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 LapuLapu 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

Kangaroo Kebab ?

IncrEdible products create a very unique cul-

tural 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 device’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 culi-

nary traces it left behind.

C U L T U R A L M E D I A

Hot & Spicy

media device

camera

packaging

incr-edible.net

q.r. code

aDAYin the life of a SNAKE CHARMER

After putting the snakes in the attic,

Salim and a couple of friends go back to the market.

-After putting the snakes in the attic,

Salim and a couple of friends go back to the market

-”I check the snakes for any signs of injury or desease and

their cages for damage. “

HISTORY

Dgemma el Fna Square / Marraquesse / Marroco

7:36pm

79°f9% hum.

After putting the snakes in the attic,

Salim and a couple of friends go back to the market.

incr edible

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.

Lamb Brains?

Egypt

Photography

Reading

Links

Names correspond to Flickr user accounts.

Kanagroo Kebab: Fig & Cherry

Lamb Brains: The Second Pancake

Cactus Kebab: Chuck Taggart

Jungle: Ben (fliokr.com/visbeek)

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

www.andrewzimmern.com

www.exoticmeatsandmore.com

www.marxfoods.com/ecoplates

Designer Mario Kounio

Phone

4154126326Web

[email protected]

mariokounio.comkounio.blogspot.com

Contact Info

www.incr-edible.netw w w . i n c r - e d i b l e . b l o g s p o t . c o m

f a c e b o o k . c o m / i n c r - e d i b l e

To follow the project’s progress and

express your opinion, visit these links: