mindfull
publication
Happiness is eating with your hands
Ever get tired of using utensils and think to yourself: It would be so much easier to just use my hands? Well in many cultures across the globe, hands-on eating is more common than the latter. In the recipe book Mindfull, you can explore the history, stigma, and significance of eating with your hands across these different cultures, and can put these methods to practice by cooking up its vast range of recipes.
SCOPE of Work
Research
Copywriting
Art direction
Publication
The obstacle
In the United States, it is often seen as taboo or unhygienic to consume most foods with your hands. However, this is quite the opposite in many other cultures, and this type of practice often has an even richer meaning and intention behind it.
The Solution
With this recipe book, readers can leave feeling both mentally and physically satiated. Mindfull takes a deep dive into the importance of etiquette across different cultures, in hopes to reduce the stigmas surrounding this style of eating.
advertising
“Handled With Care”
This ad campaign highlights the ways in which different cultures thoughtfully “handle” their food.
