Interpreting dishes as visual imagery, enhancing the immersion of the culinary journey.
Raw|World Tour III
RAW
Food & Drink
2021
Branding
RAW
Food & Drink
2021
Branding
Interpreting dishes as visual imagery, enhancing the immersion of the culinary journey.
COVID-19 has kept people apart, with "World Tour III", we bring people back together once again. The culinary event was created by 13 of the world's top 50 restaurants, with a total of 28 Michelin stars. A team from across three oceans and four continents was assembled by Chef Andre to present a journey through taste, smell and visual.
During the pandemic, travel has become the most precious experience. The concept of the visual came from the postcards that we used to send to important ones when traveling. The elements of the visuals combine the distinctive mood and characteristics of each city, the classic dishes of the chefs, and the interior of the restaurants.
The postcard-like visual features a retro "Jet-age Fantasy" style, using large color blocks and collage to create a cute, flowy look. The imagery of each city was portrayed through distinctive color palettes and fonts. Symbolic elements of the city such as the Big Apple in New York, London Bridge in London, 101 in Taipei, etc., as well as the classic dishes and styles of each restaurant highlight the visual of "World Tour III", turning the dishes into a series of unique visual memories.
Designed by Bito
Keng-Ming Liu
Hsien-Chen Tsai
Linda Lai
Tifu Huang, Sungfu hsieh
Ruo-Jia Liang
Mimi Chang
Raw x Rimowa
Designer
Lu-Wen Hou
Derrick Liu, Ruo-Jia Liang
Ruo-Jia Liang
Mimi Chang