Behind the LabelPearlfisher’s Taste Report | 0 Comments
PEARLFISHER UNVEILS TASTE THE FUTURE
Conducted in both the UK and US, Pearlfisher’s latest insight study into The Future of Taste explores the big shifts in the world of food and drink and how these will effect food and drink brands in the future:
Sophie Maxwell, Head of Insight at Pearlfisher comments “Future insight is fundamental to Pearlfisher’s work designing for brands, because it opens up new ways of seeing the future, allowing us to look beyond today to see the possibilities so that we can design for tomorrow. This latest ‘Taste Insight’ is conceived from the Pearlfisher insight programme and explores the big shifts that are happening in the world of food and drink, discovering the leading edge by looking at cultural and category change.”
She continues “We speak to the experts and opinion formers who are in the best position to shape the future, then explore and express the changes we see to create concepts that build a rich picture of the future of taste.”
Taste Insight 2011 explores themes including;
The desire for a healthier and more wholesome world and a happier more hopeful future, the embracing of intense and time honored experiences that centre us and give our food real substance and the renaissance of creativity being experienced by food with a return to both art and unadulterated pleasures.
Three of the key shifts that have been identified include;
Our personal health and that of society and our environment. How can we create a world that makes the best of all the natural goodness available to us?
Imagine a world where food never goes off. Pearlfisher presents ‘Ripe’ a conceptual brand that changes how we see the life span of our food, where food doesn’t go off, it’s always ripe - it’s just what it’s ripe for that really counts.
Our interest in the cultural, communal and educative value of food production and our desire for real gestures that feel natural and instinctual.
Imagine a world where everything improves with age. Pearlfisher presents ‘Preserve’ a brand concept that draws attention to the natural history of our food, the beauty of methods passed on, of secret-recipes and traditional cooking by the older generation.
Our wish to escape through extreme fantasy, where creative direction in food opens up new worlds of delight.
Pearlfisher imagines a world beyond the social norms and bring this to life through ‘Eat Anything/Anywhere/Anyhow/Anyone’, a brand concept that gives us a completely new way of experiencing food inspired by our wildest fantasies.
RIPE: FOOD ALWAYS RIPE, NEVER OFF
There is a growing desire for a healthier and more wholesome world and a happier more hopeful future.
Understanding our individual health should be instinctual but the commercialisation and changing nature of food available to us has distracted and distanced us from our natural instincts of what to eat.
The result has been advice without explanation, promise without solution, and benefit without pleasure. In the future we will look to those who can help simplify and enhance our choices. Creating a new world that makes the best of all the natural goodness available to us.
We need to change how we see the life span of our food, so we made ‘no waste’ stylish and desirable. Food doesn’t go off, it’s always ripe - it’s just what it’s ripe for that really counts. Ripe is a multi dimensional experience that brings this idea to life through taste, education and demonstration. It’s an intense, mouthwatering restaurant celebrating food whatever age it is. It’s a modern home of real food knowledge and inspiration. It’s a cutting-edge shared food garden. It’s a shop that sells the fruit of our labour run by people who know there is a better way to do things.
PRESERVE: WISDOM FOR THE FUTURE
We are looking more deeply into the sources of our food. We no longer desire the perfection offered by industrialisation, with highly processed and preservative laden products, mirrored by their artificial packs and wraps, unnatural and reconstituted. We care about the cultural, communal, educative value of our food production and want real gestures, that feel natural and instinctual. Embracing the rich, intense and time honored experiences that centre us and give our food real substance.
Preserve draws attention to the natural history of our food, the beauty of methods passed-on, of secret-recipes and traditional cooking. Our mission is to bring communities, both young and old, together in the sharing of skills and recording of histories, for future generations to cherish.
Food is experiencing a renaissance of creativity – a return to both art and unadulterated pleasure. New expressions, atmospheres and immersive environments are bringing to life the visions of avant-garde groups and skilled chefs inspired by the earliest epicureans to conceptual artists.
These movements are coming together to create new symbols, narratives and languages. Exploring this new creative direction of food, and the aspiration, fantasy and the new worlds of delight it opens up.
We want to liberate food from the restraints we face today. In the future, food will be the collective creation of all disciplines from science and manufacturing to design and artistry. We will no longer simply produce what is possible, we will create all that we dream of. Eat Anything/Anywhere/Anyhow/Anyone is a completely new way of experiencing food inspired by our fantasies. It’s about redefining what, where, when and how we eat – setting food free from all its norms and taking it to the ultimate experience. It’s events where we can eat anything, foods we can have anywhere, spaces where we can eat anyhow and all the things that make up our food fantasies. Created by the most imaginative, knowledgeable and skilled.The fantasy. The ultimate. The food of the future.
We are an independent design consultancy with food and drink clients including Waitrose, Green & Black’s, Kraft and Heinz.
We are designers. At Pearlfisher our core expertise is design. Our focus as designers is to bring together the deepest truths and most powerful desires to give brands their powerful expression. We believe in creating a better future through design and we bring this perspective to everything we do.
We focus on the future. We believe design plays a fundamental role in creating the future for brands. Through design, we solve problems, make connections and express ideas to break new ground. Our aim is to always have impact and influence and ultimately move brands forward.
We create Challengers & Icons. We think Challengers & Icons are the brands of the future – brands that are paving the way now and those that will be loved forever. Over the years, we have created many Challengers & Icons. We bring this knowledge and experience to all the brands we work with.
Our approach. All our work is informed by Insight, distilled through Strategy and brought to life through Realisation. Insight sees the future. It allows us to look beyond today to see the possibilities so we can design for the future. Strategy shows the way to the future. It defines the path through which we design new futures for brands. Realisation makes the future real. It ensures our design works both in reality and in the future.