Good Taste

MFA THESIS, STRATEGY AND RESEARCH, BRAND IDENTITY DESIGN, PACKAGING DESIGN

Cultural tastes in food and design vary and evolve across communities. Graphic designers who aim to decolonize their research and ideation process need to understand this diverse and complex heritage. By examining culinary traditions like ingredients, religious or spiritual practices, and eating customs, designers can gain a perspective on multifaceted audiences that allows for more empathetic design solutions. Good Taste is the name of my approach to this process.

I chose Moroccan cuisine as a first case study to test out the Good Taste process. I wanted to create a physical artifact that was both about and inspired by this culture. This case study is called “tagine”, after the iconic cookware used to create the dish of the same name.

The visual identity, including the logo, were all created in an analog manner to represent the ancient ways in which Moroccans cook, especially with a tagine.

I did research, including a cooking class, where I gathered insights and observations to apply directly to my final product. Based on these key insights, I created physical objects for the “tagine” artifact. I translated observations directly into visual choices in order to capture cultural values in an aesthetic sense. This process was very hands-on, tactile, layered, and experimental.

I created a packaging experience to take the viewer through a visual Moroccan meal. My experiments in textures, color, and finish led to a graphic representation that I wouldn’t have reached otherwise.

I experimented with spices, a key ingredient in Moroccan cuisine, to see what patterns would emerge.

I compiled the recipes that I learned from my cooking class and various Moroccan menus. I included notes about how each dish related to social and cultural rituals.

Researching the timeline of foreign influence in Morocco told a rich story about the layered flavors and cultures that came together to create what we taste today.

I also experimented with how food itself could create graphic visuals.

PROCESS
I created a book containing 200+ pages of research, including interviews, writing, and readings that I completed over the 9 months of my thesis project. In it, I trace how the final visuals of my project evolved from specific findings in my research, and why it’s important to make culturally-informed decisions.

This process was a labor of love that taught me that design and research are deeply intertwined.

LAUREN AQUINO

Graphic designer specializing in brand & packaging design.