EDIBLE ART EXHIBITION THAT ENCOURAGES PEOPLE TO EAT BETTER
It questions our everyday way of eating. Under the "convenience store" concept, this exhibition communicates the side effects of choosing convenience over health – using experience design that provokes all of our five senses.
Today's generation of Thai consumers are eco-conscious and socially aware but there’s not enough space for them to express themselves creatively. They are fed up with what’s happening but street protests bring no joy to their hearts. Monkey Riding Tiger offers the space for their expression where people can come together and find creative solutions on social problems using art, design and food as mediums. This way, not only can we serve people who are already aware of the issues, but also enroll new groups of people to collaborate and find better solutions.
Parody method can be seen in the design of the logo, it mimics Thailand’s famous convenience store logo to call for attention. The extreme contrast can be seen in the posters, combining famous convenience store food items with toxic items such as chemicals, medical instruments and dangerous items such as razors. This is to create interpretation conflict and get attention.
Brand Direction and Concept