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WMF
Creative Brief

In collaboration with WMF, students from Creative Direction, Creative Communication & Brand Management, and Industrial Design joined forces to explore one the question: What will the culinary experience of the future look like?

Through eight foresight statements, this collaboration takes a long-term view on evolving taste, behavior, and environmental influence - imagining new scenarios that respond to shifting human needs and redefine how we might cook, eat, and connect through food.

Master of Arts, Creative Direction, 1st term, group project

A digital Poesiealbum of taste and culinary moments

My
Team Role

As team lead, I was involved in all stages of the project, with a primary focus on creative strategy, visual storytelling, and shaping the final pitch.

Team: Robin Wöhr, Francis Knepper, Lena Gräßle, Natascha Kratsch, Leonie Weiss, Paul Klapper

My team "Cur8" and I worked on a digital poetry album for culinary experiences. We set up two future scenarios for the years 2035 and 2050. The two scenarios, were based on extensive market and trend research, accompanied by qualitative interviews with taste experts, supertasters, celebrity chefs, sales managers of international fast food chains and scientists from food sensory science, as well as food science and human nutrition.

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"Food is our most important cultural asset. The overabundance of recipes calls for a curated pre-selection.

The culinary poetry album enriches the cultural diversity in our society and food as an experience regains importance and appreciation."

Thomas Gerlach, Head of Studies

We developed a two-phase future strategy for a culinary journey into the future of WMF. In which the brand becomes the curator of culinary arts. The final result, which cannot be shown publicly here for reasons of secrecy, also includes an innovative business concept, including the appropriate brand strategy for the WMF company.

Scenario
2035

"In our society of abundance, markets have ultimately become a problem of complexity. Everything exists - and far too much of it. Stress levels are rising. More choices no longer lead to more consumption, but instead create disorientation and frustration."

Phase I

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Scenario
2050

Essential, personalised culinary experiences pave the way for a new era of taste. Enjoyment becomes placeless and timeless - possible anywhere, at any time. A digital archive of culinary experiences offers instant access to dishes from any era.

Phase II

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The
Creative Process

Take a deep dive into the creative process behind the project and follow each step of our established workflow - shaped by the principles of strategy, storytelling, and brand design

Project duration: 4 months, interdisciplinary team