Food Experience

More than ever, consumers are demanding quality and healthy. The food industry rushes to provide new and exciting foods to meet consumers' changing needs and desires. According to a recent study conducted by one of the UK's supermarket chains, food labels promise less fat, fewer calories, and more flavour for people who spend an average of 30min preparing dinner. GM, added vitamins, fridge dinner, lap dinner, keyboard buffet, liquid food, food gels... we are demanding faster food to consume. We are living longer, marrying later, divorcing quicker, working harder and trying to get away from the doctor.

However, this scenario might change in the future depending on lifestyles and market segmentation. In 10 years, Generation Y, people in their 20s, will emerge as an adult with new moral and ethical standards, and this will dramatically change their way of dealing with the world. Companies, products and services must adapt it.

Environmental friendly, which was once a differential, will become a prerequisite. Places will become less demarcated; form will merge with function, function with science, and nature... Houses will become machines for thinking, as well as machines for a living..... a place to revive the spirit, rather than wash the body... food to play with, rather than just get stuffed.

Our approach was to close the gap between people's dreams of healthy food and social and cultural lifestyle changes. Desk research, market observation and talking to people of different ages were used as a methodology to collect pure information. The insights from the research process were bounded together with a beauty concept: A rounded form encapsulating a positive experience.