"The project investigates foods' properties and their capability to induce thoughts, sensations and behaviours from their chemical characteristics.
Historically, people had a more holistic relationship with food – there was a greater understanding of the provenance and properties of ingredients. ‘In a rush to get the food to the table’, we have lost this relationship, often breaking food down into ‘calories’ and assessing it only on ‘nutritional value’.
Whereas we cannot recoup this past relationship, we believe that we can build on it. By deconstructing food into its basic essence, we are adding a new dimension to the way food is perceived.
Not only would this insight enable people to make informed choices about what they currently consume, we believe that in the future, thoughts, sensations and behaviours could be the basis for choosing the food we eat."
Rein
(Guys, the brand document draft will be sent to you tomorrow evening, ive made some good progress but my brain is fried)
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