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brand guide

In this guide, you will find a complete account of all the brand elements of incrEdible Adventures.

It is designed to act as a process. A journey that will help you understand the company that much better. From knowing its root concepts and goals to detailed directions on handling its graphics and knowing its various food offerings.

IncrEdible Brand Guide is a classified book that should be distributed only by the management. It should not be cop-ied or distributed to any non-employees or customers.

brand guide

incredible

Mario Kounio

MFA Graphic Design Academy of Art University San Francisco - 2011

Thesis Project

The graphics reproduced in this book are ownership of Mario Kounio.

All photograph rights in the book are owned by their respective photographers.

copyright 2011

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02 - 13

24 - 39

14 - 23

40 - 61

62 - 71

intro / concept

brand elements

brand identity

brand applications

incredible food

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information taste

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archetypal food

theory

The rudimentary role of food in ethnic culture

evolved into a global language.

that expresses the real human experience better than any art form

which makes supermarkets, a mosaic of world culture.

bicultural understanding

global identity

culinary interchange

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application

interactive packaging

Using less packaging for more exciting things

to portray an ethnic culture’s tradition and provides

an advanced form of exhibition with

more information in a more user friendly fashion.

multi-sensory exhibition

advanced understanding

culture specific entertainment

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no more true evidence exists of a culture’s soul and history than its culinary traditions

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and there is much more to it than the watered down, canned version we all have come accustomed to

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IncrEdible utilizes exotic foods and dishes to explore cultures from around the world. All, cultures reveal their history, traditions and values through the culinary arts that have evolved over centuries.

IncrEdible offers a global table tour to nourish bodies, minds and spirits.

Our line of products ranges from packaged full meals, snacks and sweets to beverages and savory ingredients to spice up home preparation. Our line of gustatory adven-tures are also available in select restaurants.

mission statement

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Delve into the heart of a faraway land. Skip the fast food right in front of you and learn its gastronomical secrets. The dark corners that really mean something.

Your pleasure guaranteed by our team of guides, chefs and dieticians. As you take the first step and broaden your horizon by choosing one of our sacrilicious meals, we take care of the travel expenses.

Media incorporated into the package, that describe the meal’s original setting help you transport yourself to an interesting travel destination.

IncrEdible foods are specifically designed for the western market. Prepared for your palette, without off-putting textures, smells and tastes.

deliciousadventures

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brand identity

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Consider these images, the basis of the brand. What is important here is not the specific subject of each image but rather the mood their combination inspires.

mood and image

“as we travel, our own traditions change. the norms we aspire to are replaced by fairy tales in misty lands. at first afraid of the unknown... we are seduced to take a bite”

You might never see these pictures publicly associated with incrEdible. They provide a necessary visual foundation for anyone who intends to handle the brand.

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office jennyJenny is a 27 year old office worker. She likes to go out, have fun and dance. She listens to popular music and rock. Her favorite things are going dancing with her friends and spending time with her relationship. She likes to eat lightly but also enjoys trying new and tasteful things. She drives a compact car.

wise philPhil is a 50ish city business owner. He is a little over weight. He has a family and many friends and associates with which he often meets for lunches, dinners and outings. He has traveled all over the globe and likes to eat full tasty meals. When abroad, he looks for the genuine experience and often tries new cuisines. He drives a luxury sedan.

active mikeMike is a 30ish city store manager. In his spare time, he works out, hangs out with his friends and takes vacations. He likes outdoors activities, road trips and travels. He also loves to read. His favorite music is hard rock and likes to go out in restaurants and bars. He drives a motorcycle

tribe profiles

student alexAlex is a 20ish student. She is well educated and interested in all things current. From fashion to literature and tv. She likes to go out, frequents her gym and listens to the latest r&b hits. She often eats out in ethnic restaurants. Sensitivity, non-conven-tion and extremity is her bread and butter. She drives a skate board.

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popular metaphor

This is an exercise that helps us envision the image that IncrEdible wants to project to the world. By equating our brand with other references, we create examples of the values we represent, that have already been used to brand popular things.

song

another brand

famous person

Nebula by Incubus {historic & modern references}

Vivian Westwood {tradition & eccentricity}

Johnny Depp {popularity & eccentricity}

if incredible was a it would be

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it would be:

vehicle

band

destination

Safari Jeep {adventurous & common}

Ojos de brujo {ethnic & extreme}

Halong Bay - Vietnam {ease & extremity}

if incredible was a it would be

For each of the real world examples, the equation involves not just their brand values, but also some specific attributes. Ones that represent the impression we want to make with the product that we carry. As most of the examples are of high value, their image is not only what we project, but also what we aspire to.

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brand elements

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brand architecture

Sacrlicious is the Prepared Refrigerated Meals arm of IncrEdible. Under the Sacrili-cious brand, you can find complete meals of all the cultures represented; as well as snacks for a faster taste at something

Grossery Grotesque is the Ingredients arm of incrEdible. Under the Grossery brand you can find pickled and dried ingredients as well as sauces, drink and sweets. Grossery products can be taken home and used to

IncrEdible is the name of the umbrella brand that carries Sacrlicious Delights and Gross-ery Grotesque under it.

IncrEdible, represents all that is in the other two brands. It speaks to the combination of extraordinary cuisine with quality control geared towards the western palette.

incrEdible. All Sacrilicous products are refrigerated and expire. They can be found at either an incrEdible location or at participat-ing grocery stores and supermarkets.

prepare incrEdible meals or just spice up a party. They also make great gifts. They can be found in incrEdible Adventures as well as participating grocery stores and supermarkets.

IncrEdible Adventures is also the name of the company’s proprietary restaurants. They function as a front and offer all products under both sub-brands.

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africaOld as time and wise as true art, with plenty of imagination and fire. Visions of the open plane with animal gods; worshipped in spice. Daring and bold, yet simple fixes.

world tastes

symbolscultures

americasFrom the purple mountains and myths of buffaloes, to the jazz of mud and panther warriors. Grub and legend are fused to create a new familiar. Freedom from establishment.

oceaniaOn the tattoo sea monsters and digeridoos. Big desert rats fighting in op-eras and fun in the sun. Old and new in a fresh combo. Pure and creative with a strong essence.

asiaThrough the mystic, dark streets of maze-like cities, into the thick of the jungle, and out into the fisherman’s beach. Palm leaf fire and dragons sew the cloudscape. Proud magic.

europeSmell leads down a hard, cobble stone narrow alley, out onto a courtyard with an olive tree. Color and taste synch easy here. Poetry of bright moons smelling like herbs.

In the world of incrEdible tastes, the globe is colored in its premordial state. The conti-nental masses, represent all the cultures that have grown in them.

IncrEdible foods are categorized under these five (symbolic) continental masses. Each can be identified by their symbol, color or decorative elements (pg. 32).

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cultures

mild hot very hot microwavable

symbol pattern element

spice level features

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iconography

The symbols elements of incrEdible are used to identify the cultures represented in the food.

Each of the five continental categories is “illustrated” by a set of designs. Each set has a main symbol, a strip and an element. There are no size restriction to the use of these symbols and they can also be used to create patterns; or as backgrounds.

Packaging symbols, as well as packaging ar-chitecture (see pg:44) is mandatory knowl-edge for service employees. Recognition of the symbols and the packaging can help save time and answer customer questions better. These symbols can be used to identify the spicyness of the meal, it’s preparation method and interactive features or package deals with printed material.

! Only the symbols on the page to the left should be used in conjunction with the IncrEdible Brand, unless otherwise speci-fied by management.

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photography

All photographic images associated with in-crEdible brands, should follow the standards put forth in this section; unless otherwise specified by the management.

Gritty images of global eating traditions, from street vendors to traditional restau-rants. Also specialty equipment and peculiar methods of preperation. The aim of these is to inform and inspire the viewer. To make her feel that she has just travelled to that sulture and experienced it first hand.

Hero photos of food that are associated with the incrEdible brand should be colorfull and juicy. These are meant to communicate the sophisticated preparation of our food and make the viewer’s mouth water. They should feel marginaly athnic and always clean.

a

b

IncrEdible uses two kinds of photos. The one (a)represented on the upper part of the opposite page is the decorative one. The one below (b) is the presentation of the food in our dishes.

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logo dos and donts

height = X

height = X

height = X

When any of the three logos is applied, in any form, it should retain a clear space around it approximately the height of one of its characters (x-height, no ascenders or descenders). When the logo diminishes in size so does the space around it.

Clear Space

! All three logos of the incrEdible brand should always comply to the specifications in this book, unless otherwise specified by management.

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Minimum logo size Negative Logo Logo Opacity

1 inch

When in negative: the second part of the word turns to white while the first takes the color.

No smaller than this. If needed, remove the octa-fork and use the word.

Logo opacity can fall to 15% but no less. Even in background applications.

alternate logos All three logos, can also be broken down to their text and symbol. Use the two versions supplied on this page only.

COMPLETE TEXT SYMBOL

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Textured logo

logo dos and donts

The textures versions of the three logos are perfectly exceptable. In most applica-tions that are monochromatic or not have a texture of their own, the textured version are actually prefered.

alternate logos

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The incrEdible logos should only be applied with the layouts shown on these pages. They should never be “creatively” rearranged to suit the needs of a design.

When the word incrEdible is used in text it, the “i” should never be capitalized. Unless it is in the begginning of a sentence.

In every other case, the correct way to spell incrEdible is as it is written throughout this book. With the “E” in the middle of the word capitalized. So that it seperates the two parts of the word and creates a typed-out version of the logotype.

No other texture should be used to replace the brand textures on any of the logos.

IncrEdible logos should not appear reversed.

No other typeface should be used to recreate the logos. Nor, should they be recast. Their design is custom made and should always remain intact.

Incredible

incrEdible

incr edible

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stationaryIncrEdible stationery is produced and pro-vided by management to all appropriate de-partments. To refill stock, visit the employee website and click on the office supply tab.

The letterhead should be used for all writen correspondence, including faxes. Manage-ment employees are provided bussiness cards by the management. Also envelopes for both letters and packages are provided.

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sample packaging

mealSit down at your convenience and enjoy a transcendent experience. Transport yourself to the heart of a culture

Complete meals with protein, vegetables and carbohydrates. Cooked to FDA specifica-tions and with the western public in mind.

Sacrilicious packaging comes complete with everything you need to enjoy a meal and a show. All you need is a phone and something to drink from the Grossery.

plate

1.1: food storage 1.2: utencil storage

1

2 label

2.1: interactive content 2.2: cooking instruction 2.3: culture information 2.4: barcode

1.1 2.2/2.3/2.41.2 2.1

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snackHave it on the go or at your desk. Take fifteen minutes and delight in something freaky. New experiences from the darkest corners or the global culinary arts.

The Sacrilicious snacks line, includes all kinds of quick delicacies. Sandwiches, salads, tapas and risotos. Prepared from the freshest —and weirdest—ingredients for an incrEdible quick snack.

plate

1.1: food storage utencils at the counter

1

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2.1: cooking instruction 2.2: interactive content 2.3: culture information 2.4: barcode

1.1 2.2/2.3/2.42.1

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bottle

sample packaging

Upon return of any incrEdible pack-aging to one of our stores or retailer partners the customer receive 5% off on any next incrEdible purchase !

Fear should be the last thing in your mind when trying out one of the Grossery’s incrEdible drinks.

Ancient healing recipes with all sorts of Wbenefits. Original brewing methods that betray the true tastes that nowadays can be found in designer drinks.

A shot from the flask of an alchemist in some dark corner of the globe that will excite all your senses.

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taste tubesA global culinary tour of the world’s weirdest ingredients. Take them home and create your own colorful traditions.

All the tastes and styles of preserving are included in the set to provide you with a wider palette for your recipes.

Candy, preserves, dried and barbeque ingre-dients. Scorpions, ants and larvae. A shot of the world’s rarest spices to propel your dishes to that next level.

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sample products

As a proposed means of meal entertain-ment, incrEdible publishes series of pocket books. They explore world culture from various interesting perspectives.

The first series that can be found in stores (and is distributed with snacks) is “Heroes”:

In this series we explore larger-than-life fig-ures from around the globe. Actual historic figures that through extraordinary deeds, and an impact on their home culture, gained supernatural infamy.

lapu lapu

doberman

shaka zulu

cecatl topiltzin

heroes

digenes akrites

books

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Every iincrEdible Adventures restaurant is equipped with branded serve ware. More can be supplied upon request.

IncrEdible food is served in recycled wood plates. Cutlery is also made out of reclaimed wood and ergonomically designed. Bamboo place setting are used.

Customers can purchase a set of incrEdible serve ware at any IncrEdible Adventures restaurant or participating store. Also, on the web at incr-edible.net/store.

serveware

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restaurants

Welcome to the strange world of incrEdible adventures. Culinary and cultural experienc-es that will leave you delighted and enlight-ened; at your fingertips.

In an incrEdible Adventures restaurant, our customers can purchase all our products, enjoy a freshly prepared meal and purchase gifts, novelty items and products from our associate brands.

IncrEdible Adventures are the proprietary restaurants of the incrEdible brand. They are located in various major metropolitan areas around the world. Locations vary from malls and airports to downtown stores, but are always within the financial districts of said cities. They are equipped with all modern comforts of a luxury fast food restaurant and comply with all safety and accessibility regu-lations. IncrEdible also strives to maintain a small carbon footprint policy in both its production and function of the restaurants.

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advertising

magazine ad

IncrEdible magazine ads feature the current campaign. These ads are set up and sent only by the in-house branding department.

They should not be changed in any way without consent of the management.

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poster

Bus stop shelter ads can follow the current advertising concept but can also feature other application.

Weather those are guerrilla or a campaign that has been outsourced to an advertising partner. Employess should familiarize them-selves with current advertising applications.

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promotions

print and mail-in

IncrEdible uses a number of print promo-tions to connect to potential clients and the community. These are provided by the company and should not be produced by store proprietors.

Postcards

Promotional print materials can be found in incrEdible Adventures stores on a seasonal basis. Next to each of our cashiers there are stands provided for holding postcards and brochures for the clients to take freely.

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Brochure

Brochure stand

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gift and guerilla

IncrEdible utilizes many advertising item solutions. T-shirts, kitchen towels, aprons, phone cases, shot glasses, caps, etc. These can be found in all incrEdible Adventures stores and some partner retailers. IncrEdible

promotions

Tshirt Apron

also employs a fleet of promotional vehicles. These are custom chevy trucks, with the graphics of the company. Used exclusively for company business.

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Phone case

Truck

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website

Incr_edible.net is an integral part of the brand and company operations. It provides important iformation, company contacts, menus and all interactive content connected to the pakages.

By visiting the Journey tab on the site, the customer can be transported to the respec-tive culture of the meal she is enjoying. The site also markets all incrEdible products and promotional items.

Both of the incrEdible menus. Sacrlicious Delights and Grossery Grotesque can be found here.

Customers can view the dishes, their ingre-dients and method of preparation. The menu links to the store.

Images of the restaurant, menu, prices and locations can be found here. Customers can also book a reservation.

The page also houses links to restaurant locations through yelp and google maps.

menus restaurants

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The online store has all the items that can found in incrEdible Adventures restaurants.

In the store: packed food, ingredients, table-top. promotions, gifts.

Place the incrEdible package in front of the webcam and the website will automaticaly play the appropriate cultural information.

Customers and associates can find our goals, brand information and can directly contact the company through the website.

Controls fro the interactive experience can be handled within the QR environment. Taste worldwide.

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menu

octapus

In a vinegar sauce with sea weed risotto

sea urchinSauted,with herb noodles, and topped with caviar

kangaroo

Skewered with baby tomatoes and crunchy roast vegetables

emu

Grilled, with fried sweet potatoes, peppers and a light yogurt sauce.

crocodile

Grilled with collard greens and corn bread

snake

Roast, with fresh fennel and bacon in a spicy vinaigrette sauce

lamb brains Fried with leeks in lemon sauce and feta cheese

camel

Pastrami, in a poppy seed bun with white cheese and pepper

frog legs Roast in white sauce with asparagus and shallots.

snails

Sauted, ini a garlic bearnaise with roast garlic bread

main course snacks

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cobra

Wine

crickets

Dried

hemp

Beer

scorpion Pickled

worm

Tequila

larvae Barbecue

iguana Liquor

ants

Candy

rat

Vodka

horse

Cured

drinks groceries

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knowthe way

As an employee of IncrEdible inc. you should be familiar with our tastes as much as our other brand standards. Especially people working in service or in contact with clients, it should be considered mandatory.

In the following pages, you will find a short, yet accurate description of some of our products. This is the desired effect when communicating to a client. Down to the exact vernacular; if possible. Along with an overview, there are also some basic ingredi-ents to satisfy the faq portion of any inquiry.

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grilled crocodile

Mildly hot, with a tangy lemon rub, the Cajun crocodile is a dish that will satisfy your hunger. Cool down with some collard greens, prepared traditionally. Accompanied by a fresh corn bread and a spicy sweet bbq sauce that will tie it all together.

with delicious collard greens and hearty corn bread

Ingredients : Fresh crocodile meat, frozen greens, basil, tomato sauce, lemon juice, vegetable oil, honey, nutmeg, red pepper,

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skeweredkangaroo

Try a bonfire on an Australian beach with something fresh, summery and juicy. The two kangaroo skewers served have peppers, onions and tomatoes. Complemented by a butter sauted, aromatic rice and a mustard and honey hot sauce that goes with both.

with sweet roasted vegetables and aromatic rice

Ingredients : Fresh kangaroo meat, frozen peppers onions, tomatoes, lemon juice, veg-etable oil, honey, white rice, jasmine.

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roasted snake

Take a walk down the back streets of Shang-hai, enjoying a fresh snake salad. A combina-tion of crunchy fennel, aromatic peppers and meaty snake bits with tasty seared skin. Pour the walnut vinaigrette and the single serving of fresh crushed pepper... it will come alive.

in a fresh fenel and peppers salad with a spicy vinegrait sauce

Ingredients : Fresh snake meat, fresh fen-nel, lettuce, tomato, onion, vinaigrette sauce, cucumber, peppers, garlic, soy sauce

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sauted sea urchin

Rare delicacy from the south seas, with a deep salty taste. A bite to excite your senses beyond imagination. Once you are enticed by the unique combination of the airy sea urchin risotto colored by the black, hearty caviar; you will never go back home...

in a heavenly herb risotto topped with black caviar

Ingredients : Fresh sea urchin meat and shell, black caviar, fresh onion, basil, rice, cream, olive oil, parsley, cumin.

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seared octopus

Tangy and meaty, the best of the sea on a stick. A crunchy seaweed risotto beds three octa-sticks glazed with a zesty, deep red sauce that will bind these two great delica-cies to transport you to the ocean.

with a zesty yuzu glaze & an aromatic seaweed risoto

Ingredients : Fresh octopus tentacles, fresh seaweed, rice, cream, ouzo sauce, lemon, oregano, vegetable oil, frozen onions.

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resources

books & magazines

The Cultural Politics of Food and Eating a reader Watson and Caldwell Blckwell Publishing 2007

The Brand Gap Marty Neumeier New Riders 2008

Extreme Cuisine exotic tastes from a around the world Eddie Lin Lonely Planet 2009

Jamie Jamie Oliver Magazine 2010-11

Zag Marty Neumeier New Riders 2007

Food Network Magazine Food Network 2010-11

Made to Stick Chip Heath, Dan Heath Random House 2007

Delicious Conde Nast 2010-11

Essentialy Odd Eliana Stein 826 Valencia 2009

Bon Appetit Barbara Fairchild 2010-11

Cosuming the Inedible Neglected Dimensions of Food Choice Jeremy MacClancy, Jeya Henry, Helen Macbeth Berghahn Books 2007

101 Habits of Successfull Graphic Designers insider Secrets on working smart and staying creative Plazm Rockport Books 2003

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web

television

packaging

specialty printing

transfers

binding

Some images, video and sound were purchased from istock.com

Flickr community commons/groups

Wikipedia

Amazon.com

weirdeats.blogspot.com

weirdmeat.com

Bizzarre Foods Andy Zimmerman Travel Channel

Kitchen Confidential Anthony Bourdain Travel Channel

California Model and Design San Francisco CA

The Key Oakland CA

Alliance Grahics Oakland CA

Purrfect Color San Mateo CA

edibleunique.com

foodtimeline.org

epicourious.com

opensourcefood.com

superchefblog.com

bbc.co.uk/food

slowfood.com

unesco.org/culture

thanksI would like to thank my mother that

has supported me throughout this challenging journey. I would also like

to thank: Phil Hamlett, Alice Koh, Ariel Grey and Rami Geller for

their guidance and patience. All the instructors of the Academy for

their incredible work. My friends Milto, John, Maria, and others

for their input.

fette fraktur, -5 18/22, 52/56,25/27,

Arno Pro, +10 Caption, Subhead, Bold

10/14, 8/12, 16/20

PANTONE 8463

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