The 7th Floor, a creative food development and testing centre in Cape Town, owned by Foodcorp,
commissioned us to fill up a wall space measuring 6x3 metres. They wanted something food-inspired,
something that could capture visitors imagination as well as the heritage of the Foodcorp Brand.
Our solution was to reflect the heritage of food within the organisation as well as emphasise it's future through this state of the art kitchen .We brought this to life by collecting handwritten family recipes from the employees of Foodcorp, to create a wallpaper base. Then we asked people to donate a kitchen heirloom or utensil, which we attached to the wall. In the centre of this layered piece of culinary history, is a giant plate made by Gregor Jenkin, a well-known South African industrial and furniture designer, onto which we projected live images from the kitchen.
As part of this project, we were asked to develop a corporate identity, separate from the FoodCorp brand look.
I designed a monogram inspired by the acronym of the name. (T7F). Three personalised business cards were created for the founding staff. Each personality was depicted by a kitchen utensil which was a tongue in cheek representation of their job description. The personality of the employees came through with each card handwritten by their owners, along with a unique quote.
All natural 100% recycled papers and food inks were used for this project.
Another fun element to the work we created for the kitchen was a feature wall behind the bar where we decided to display the name in a fun quirky way. In keeping with the overall approach of heritage and future-looking technology, we collected antique plates and used waterjet cutters to slice out negative shapes from the plates to create a typeface.
