—Branding

Good Taste

What does “sweet” sound like? What does “salty” look like? It was this line of thinking that led us to explore the brand personality for each of the five basic tastes: sweet, umami, bitter, sour, and salty. Part creative exercise and part promotional piece, we developed the Good Taste project to stretch our imagination and show off our design skills.

Good Taste began as an internal design project, a way for us to refresh our branding skills and revitalize our creativity. As we explored what executions made sense for the brands, we landed on posters, playlist covers, and coasters. Trying to communicate flavor is tricky without food, so the coasters were a natural fit to pair with a meal. However, thinking of a meal that encapsulated all 5 tastes also proved challenging. As a result, we opted to include cocktail recipes on the coasters - a simple, customizable way for people to experience each taste without extensive prep or buying a lot of ingredients. 

Overall this project was great practice in explaining our strategic and creative decision-making, and we highly recommend making time for your team to work on creative, just-for-fun projects when possible.

Credits

Design: Carla Williamson-Britt (Sweet), Gage Mitchell (Umami), Bradlee Thielen (Bitter), Kellie Komorita (Sour), Chloe Yeo (Salty)