Food design, the future is served: Interview with Beetroot

DESIGN / 01 DEC 2016 / BY GEORGIA HARIZANI, DIMITRIS PANAGIOTIDIS

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Selected works: STORIES: Taste & Tell, 45th Dimitria Festival, Kreopoleio, The Life Goddess, Naked King Wine: Ktima Pieria Eratini Wines © Beetroot design group.
Beetroot design group. Th.Sofouli str. 86, 55131 Kalamaria, Thessaloniki, Greece / beetroot.gr

If you live in Greece, it is more likely you associate the word ‘Beetroot’ with the Thessaloniki based, multi-awarded, communication design office rather than the taproot portion of the beet plant (Greek; παντζάρι). Beetroot Design group is a visionary creative office based in Thessaloniki, Greece, that provides design services and solutions to a worldwide clientele. Their team consists of experts with a wide and diverse range of skills in the creative design. Their mission is to discover, develop and utilize the true essence of a brand, product or service and help them grow into being recognised, appreciated and praised all around the globe. From what we have seen so far, it sure seems they manage to do so! Their wide portfolio ranges from typography & branding projects to creative installations with their distinctive illustrations being the centre of attention, earning them one award after another.

How has your design process evolved since you started and how do you think it will change in the future?

Beetroot creative mission is to discover, develop and exploit the true essence of a brand, product or service and then grow and expand in recognizing appreciated and praised worldwide. Since 2000 constantly evolving in line with needs of the period are going through. Different tools, design methods and diverse workflows came and went by, as the time progressed. We strongly believe in teamwork and in what is called “collective mind”. Thus we enforce this kind of thinking as we move to the future; which certainly will be more demanding in terms of technology, knowledge, techniques and socio-cultural structures. The tools keep changing constantly, but the main process and the basic design principles remain the same. From the moment we get a brief, we start discussing and searching ideas, that will finally transform into forms, colors, typography, music. Experience, on the one hand has made us faster and more conscious of our limits and on the other hand we can now appreciate the value of experimenting and make time for research and having fun.

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SOLE. Biblia Chora Wines © Beetroot design group.

“A food design explains visually the product and highlight the character. It aims to make it stand out and also be friendly to the consumer. The package, is an omnipresent derivative of this and often is the very first contact of the individual with the design notion in general.”

What is food design?

Maybe there isn’t a fixed definition yet. Food Design can be the combination between food and Planning. Two parts of art cooperates and assigns a unique place for having a beautiful and simultaneously delicious result. Food Design can be the formulation and manufacture of our food in ways that meet our needs and give meaning to our lives. In recent years there is an ongoing effort in the development and presentation of a food or a place in the best possible way. A food design explains visually the product and highlight the character. It aims to make it stand out and also be friendly to the consumer. The package, is an omnipresent derivative of this and often is the very first contact of the individual with the design notion in general.

Does food really need more design?

Food can be a product to sell. Whether it is a can of beans or the promotion of Greek Cuisine as a touristic product, design is very important. The packaging is more than a crucial marketing tool. In cases when the product competes with other similar products on the market is the one that manages and maintain a competitive position and often keep it on top. At this point, then, it is the first challenge faced by every production manager: to ensure that the packaging of products to fulfil the functional purpose and effect as a means of communication, information and of functionality of the brand.

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Yiayia and friends. Ergon Foods © Beetroot design group.

Martí Guixé said that «In forty years, food will have no shape or flavor: it will be nutritional and, more importantly, the table will not exist anymore.». Do you imagine what might be on our table in 2050?

Speaking of the next decades eating can refers mainly to survival mode and not necessarily to the delight us offering us. Experts say that the future of food around the world will be very different from what we are used to now. Scientific research at Oxford University showed that saturation is an issue more senses: not only matter how delicious a meal looks like, how good it taste or smell how beautiful. the world of innovative foods (novel foods) Printed foods. We are scared of that future… As Greeks we firmly believe that dining together bonds us and brings all of us together. Despite our arguments, differences and preferences, we ought to one another a moment of reflection, and there is no place like a dining table to do that, along a great meal and good wine.

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Lunch time © Beetroot design group.

Suppose you were hosting this coming Saturday night. And you could invite anyone you wanted. Dead or alive. Which four would you invite to come over and why?

It would be nice to be able to prepare a dinner for Hayao Miyazaki, an animator/creator who was able to visualise immense stories with unrestricted and absolute artistic control. Johny Ive would be a good addition – in order to keep the conversation in a realistic, down to earth tone. And to spice things a bit, mr. Salvador Dali. Of course, it would be nice also, to share this special dinner and the meaningful conversation with people in need, homeless or refugees.