Bachelor of Communication Design Design MADA Now 2022

Betty Gu

Hey, I’m Betty! I strive to create vibrant and playful designs that have meaningful outcomes. My passion extends across illustration, brand identity, and motion, both digital and printed matters. My Activation project allowed me to explore how food can create powerful connections. This campaign - Everyone Everydish, aims to spark conversation in neighbourhoods by facilitating the sharing of personal stories, attachments, and joy individuals find in the food they cook. To see more of my recent works, visit my website!

Everyone Everydish - Campaign

Everyone Everydish centres around a community food truck that serves free food in exchange for people’s beloved personal and family recipes. The truck goes to different suburbs every season. When the truck leaves a suburb, the recipes collected get compiled into a neighbourhood cookbook zine and put in the local library. I wanted the campaign to feel exciting and inviting, to remind people of the tasty food, friendly waves, and smiling faces in the community.

Everyone Everydish - Posters

These posters have been designed to promote the campaign. They highlight the main activations behind Everyone Everydish: Let’s share your beloved recipes! Let’s meet your neighbours! Let’s get to know different cultures! They are printed on Envirocare 135gsm.

Everyone Everydish - Magnetic Recipe Cards

These recipe cards are like free food vouchers. People write down their beloved personal recipes and exchange them for free food from the food truck. They have been made magnetic, so people can stick them on the truck. The truck then becomes a moving library of recipes from the neighbourhood.

Everyone Everydish - Neighbourhood Cookbook Zine

A zine that documents all the recipes and stories that got stuck on the food truck during its time in Endeavour Hills. This allows people to read through the personal stories and joy others find in the food they cook, prompting conversation and a shared connection. To make the zine more interesting to read, the heading typefaces on each page are the handwriting and doodles of the recipe owners. They are printed on Envirocare 100gsm.

Design Research Kit

My Design Research Kit asked the participants to look closely at one of their favourite dishes in relation to their heritage and culture. Food is much more than just a nutritional need. I designed the activities to explore the emotional connection, meaning, culture, and memory behind food.

Infographic poster presenting the data collected from the Design research Kit

The data collected from my Design Research Kit revealed that food can create powerful connections and intimacy in our daily lives. Almost every answer in the kit was related to a person, place, or memory. This led me to think about how I could create community, spark conversation, and bring people closer to one another through food. My Design Research Kit has heavily influenced my campaign outcome.

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