Street Food
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Bringing the intimacy of a meal to recipe sharing and exploration.

CONTEXT

12 Week Independent Study

ROLE

Strategy
Branding/Visual Identity
Product Design
UX/UI Design
 

TOOLKIT

Figma
Adobe Photoshop
Adobe Illustrator

FOOD IS

(CULTURE, HISTORY, MEMORIES, LOVE)

 

01 | OVERVIEW

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TO ME, FOOD REPRESENTS PRECIOUS MOMENTS WITH MY GRANDMOTHER
A child of two immigrants, I grew up around delicious food and considered my grandmother to be The Grand Master Chef of the family. A lot of my memories center around the food that she made and I learned how to cook underfoot in the kitchen with her. She never wrote anything down and as a child it never occurred to me to do so either. I never thought that she would ever not be cooking some of our dinners or for Thanksgiving or Christmas. So when she, unfortunately, passed away, I lost all of that.

I remember trying to recreate recipes, trying to look them up online or try to describe them and see if I could find anything similar. There was a lot of regret, frustration, and internalized resentment that I had let something so important slip through my fingers. Nothing looked right. It didn’t taste right. When I ate my replications, I didn’t get hit with nostalgia and memories of Thanksgiving in New York. I got more suburban girl boss side hustle.
IN THE AGE OF DIGITAL MEDIA, WHY WAS I HAVING SUCH DIFFICULTIES RECONNECTING WITH MY FOOD ROOTS?

01 | OVERVIEW

CHALLENGE

HOW MIGHT WE PRESERVE, SHARE, AND EDUCATE PEOPLE ABOUT THE CULINARY TRADITIONS FOR IMMIGRANTS AND THEIR FAMILIES IN THE UNITED STATES?

01 | OVERVIEW

OPPORTUNITY

CREATE A SPACE WHERE:
SHARING IS EASY, EXPLORING IS FUN, LEARNING IS PERSONAL, AND FOOD CULTURE IS ACCESSIBLE FOR GENERATIONS TO COME.
 

02 | STRATEGY

01 | OVERVIEW

TARGET AUDIENCE

To bring focus to such an expansive goal, it was important to hone in on a primary audience:
MINORITIES
Why focus on minorities first?
THESE RECIPES ARE THEIR STORIES. THEY ARE THE EXPERTS.
By focusing on minorities, they are given the opportunity to solidify their position of authority on the platform. This also benefits future users: when the secondary (mass) consumers join, there will already be a strong foundation of content to consume and resources to turn to.
It was also important to hear from the people who would be using such a platform, both as primary and secondary users.
THROUGH ONE-ON-ONE INTERVIEWS, I FOUND MULTIPLE PAIN POINTS THAT WERE SHARED.

IT'S IMPORTANT.

Even among those with living family members, memorializing recipes is an ongoing concern.

IT'S CURRENTLY RESTRICTIVE.

Current recipe discovery tools are restrictive, limiting consumers instead of helping them expand their knowledge.

IT'S CURRENTLY DIFFICULT.

While there are plenty of recipe sites, multiple pain points exist for consumers that no one platform has universally solved.

01 | OVERVIEW

CONSUMER TRUTH

Family Dinner
"SHARING A MEAL IS SUCH AN IMPORTANT BONDING EXPERIENCE FOR ME."
– Tanja Astwood
FOOD IS UNIVERSAL, IT IS SOMETHING THAT EVERYONE HAS IN COMMON.
IT IS PERSONAL, INTIMATE, AND A WAY TO CONNECT TO OTHERS.

01 | OVERVIEW

INSIGHT

THE TRADITION OF PASSING DOWN RECIPES AND CULINARY CUSTOMS VIA WORD OF MOUTH IS EASIER AND MORE PERSONAL THAN ANY OTHER CURRENTLY AVAILABLE METHOD.
Baking Cookies

01 | OVERVIEW

STRATEGIC APPROACH

LET KINSHIP NOURISH YOUR ROOTS.

By positioning Nourish as a family of cultures coming together to celebrate food and traditions, users will be able to enjoy food in an encouraging and comfortable space.
 

03 | SOLUTION

WELCOME TO
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A food sharing and exploration experience that helps recapture the feelings of family, comfort, and belonging while elevating minority expertise. 
THE NOURISH EXPERIENCE INCLUDES
 

01 | OVERVIEW

APPROACHABLE BRANDING

Food is universal; it's one thing that we have in common.
FOOD DOESN'T BELONG TO ANY ONE PERSON, IT'S OURS, AND IT DESERVES TO BE RECORDED, SHARED, AND ENJOYED FOR YEARS TO COME.
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Nourish's brand identity system emphasizes those feelings of community and comfort. With an approachable logo reminiscent of handwritten recipe cards that subtly highlights the "our" and an adaptable but appetizing palette, all of Nourish's communications are an opportunity to highlight the individual stories that form its foundation while also encouraging interaction.
 

01 | OVERVIEW

ONLINE COMMUNITY ON AN INTUITIVE WEBSITE

​INFLUENCED BY THE NOSTALGIA OF OLD-FASHIONED RECIPE CARDS AND COOKBOOKS, NOURISH CREATES A WELCOMING ENVIRONMENT THAT IS COMPREHENSIVE AND ACCESSIBLE BY ALL USERS FOR THEIR RECIPE NEEDS.
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WELCOMING HOMEPAGE

Setting the tone for Nourish's priorities, the homepage highlights community events, user-submitted stories, and the most popular user-posted recipes of the week.
POSTING RECIPES

Publishing recipes has been streamlined, taking away the headache and letting Nourish do the heavy lifting – all from the convenience of a single page.

You can add recipe information, directions, and media to create the core of your recipe. Include that personal touch with a foreword or tips and tricks. Make sure your recipe reaches those who need it with an intuitive vetted tagging system.
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CURATING RECIPES

Organize your posted and bookmarked recipes into "books" that can be customized and shared.
CONNECTING WITH OTHERS

Connect with your friends, family, or a community to share specific recipes and content, or to be notified of what others are posting.
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01 | OVERVIEW

TRUE EXPLORATION

 
Food and recipe exploration has seen little innovation.
INSTEAD OF ENABLING USERS TO EXPAND THEIR HORIZONS, THEY ARE LIMITED INSTEAD.
Discovering new recipes is more intuitive and inclusive with an interactive map that users can manipulate in their browser in real-time.

As they move across the world, a random selection of recipes are curated for the area. By zooming in, users can further narrow their search to countries, provinces, prefectures, or cities.

To further encourage exploration and interaction, every country has its own stamp that users can collect and display.
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01 | OVERVIEW

GENUINE, PERSONAL EDUCATION

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Connect with people all over the world and learn by watching them cook in real-time with user-hosted live video demonstrations.

RSVP for upcoming demonstrations, chat with the host and other participants or save the session to follow along with later.


Browse a library of recorded videos and learn at your own speed with the ability to rewind, pause, and bookmark your spot to resume later.
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01 | OVERVIEW

MEMORABLE PRODUCT LINE

People value memories in all different forms and Nourish's product line encourages sharing in real life, not just online.
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Want to know more about my process?
 

04 | REFLECTIONS

01 | OVERVIEW

THE HIGHS

01 | OVERVIEW

THE LOWS

Being able to hear so many important stories about people's' memories surrounding food was heartwarming and inspiring. The encouragement and feedback I received over the course of this project was incredibly validating as a designer. It made me recognize that I really could improve people's experiences.
Scope is a difficult beast to manage. With such a personal topic that I was passionate about, there was a burning desire to try and fix everything - even things that didn't necessarily need to be fixed. There was a lot of editing along the way, as I had to remember I was designing for an audience, not just for myself. While trimming down content was painful in the moment, it made for a stronger overall experience.

01 | OVERVIEW

THE FUTURE

While this started as an independent study project, Nourish has just begun to set down roots. In the future, the Nourish project will be expanded to include a communications plan and fleshed-out KPIs.

I am currently in talks with a developer to potentially bring Nourish to life, though a prospective launch date has not been established.