So a couple of weeks ago I finished and presented my Superfoods Field Guide in the Temporary Expert class.
As I hope it was noticed, I went for an ironic approach, imitating the look and feel of a Fashion Magazine. I decided to inform about this purely Marketing superfood term that emerged from the insight of using foods as a trend, spotting a light on how superficial that can be rather than an actual nutritional need.
My goal is to attract people that are the heavy users of those foods, who from my research are also highly interested in fashion and social media, and help them realize how superfoods are labeled and the problems around it, in order to rethink their behavior as consumers.
The feedback was very positive. Users at first were attracted to it because of the beautiful imagery and editorial design and as they quickly scraped through the copy and saw the headlines, would immediately understand the irony and comment it was a smart and funny approach. Therefore I am happy with the result.
This was the page users liked the most.
Besides being happy with the result I am also happy about the way I handled the process. The research part took me a while. It was important to read articles on the subject, but i the most important part was my ‘field trip’ to Whole Foods, where, after reading all articles and papers, I could analyze how the food was marketed to the public, interact with Supermarket employees and informally interview consumers themselves while purchasing the superfood products. What took me a while though was to have the insight of the idea and nail down the voice that I wanted to use. Once I figured that out, designing it was pretty fast.
I understand that I moved the idea to work in a comfort zone of mine, which is branding and design, and maybe in next project I should try to avoid that in order to experiment and learn using different languages. Still, considering we were required to develop a field guide for this issue and to have a printed version of that, it made sense to use that skill as a tool to conceive my message.
So what would be the next steps?
One of the feedbacks I had was to work better with the copy to push it to the next level. I totally agree with that, keeping in mind that english is not my first language, if I would look forward to publishing that this would definitely be a requirement.
Also, a lot of classmates suggested to “shop drop” this field guide in the Whole Foods magazine shelf near the cashiers. I would love to see people’s reactions! – It is a bit expensive to print that though, but if there are any interested sponsors out there just shout out and I’ll be happy to print and make the Superfoods Field guide available all around New York!