ON THE FLY


TOOL:
CLIENT:
DESCRIPTION:
DESIGN AND PHOTOGRAPHY
VEG BOX PEOPLE + NOMA
RECIPE BOOK CREATED IN COLLABORATION WITH INSTAGRAM FOLLOWERS

ON A WEEKLY BASIS, INGREDIENTS THAT WERE CONTAINED IN SEASONAL VEG BOXES WERE USED IN INSTAGRAM POLES OF WHICH THE AUDIENCE VOTED FOR INGREDIENTS THEY WANTED TO SEE RECIPES FOR. RECIPES WERE THEN MADE ‘ON THE FLY’, DOCUMENTED, AND POSTED FOR THE AUDIENCE TO TRY FOR THEMSELVES. THE ARCHIVE OF IMAGERY AND RECIPES WERE THEN MADE INTO A MULTI-FACETED OUTCOME WHICH INCLUDED A TEXTBOOK, A PHOTOBOOK, TEATOWELL AND MUSETTE BAG FEATURING AN ANNUAL SEASONAL VEGETABLE CHART.