Joyce Zeng
Washoku
Washoku is a campaign that encourages people to learn all the wonderful things about traditional and authentic Japanese food. This campaign aims to share a completely different food culture with everyone in the United States.
Posters
Artist/Thesis Statement
Do you love food? Yes! We all love food!
As a foodie, I always enjoy looking for new culinary adventures and experimenting with different flavor combinations. For me, food isn’t just a daily task to complete, it is the happiest time of the day — a time to celebrate!
Imagine the food you’re tasting is created by people from thousands of years ago and passed down through generations. It contains auspicious implications that can bring good luck to those who enjoy it. In America, a country built by immigrants, we have various cuisines brought from different countries, and our perceptions of authentic food has been distorted by the tailoring to local tastes. We haven’t had a chance to see the hidden history behind the food.
Washoku is a campaign that encourages people to learn all the wonderful things about traditional and authentic Japanese food. This campaign aims to share a completely different food culture with everyone in the United States. I chose to highlight Japanese food because Japanese cuisine has its own cooking techniques and respect for the natural flavors of the fresh ingredients—their obsession with food makes it unique and unforgettable.
Website
Video
Packaging
Process Book
