Feel Flavour – The Sound of Taste Project

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Herb & Spice brand Schwartz wants to create a flavour-themed promotion for their brand. The problem is, how do you dramatise flavour when it is invisible and silent?

Simple: make it possible for people to be able to see, hear and feel it. Print Tech collective, Novalia and ad agency Grey London have collaborated on an interactive poster that uses innovative ‘touch sensitive’ inks to turn the surface area of the paper into an interactive interface. This campaign has a similar “catch” to Looks Like Music project that was created by Yuri Suzuki, a Japanese designer last year.

Illustrator Billie Jean was invited to create a visual articulation of what taste might look like. Each herb and spice depicted in the artwork was then assigned a musical chord matching its flavour characteristic. For example, cumin became E flat major, chilli was ascribed A flat major and fennel was characterised by a higher pitched F minor. The image was then back-printed with an innovative conductive ink, effectively giving the poster capacitive touch technology. When paired with a mobile device via Bluetooth, the poster becomes an interactive musical instrument.

The poster was created as part of a Schwartz promotion designed to target the retail trade. Very creative and out of the box, indeed.