Many people don’t know the fifth basic taste ‘umami’. A fellow student and I wanted to change this by inventing the Umamiburger. This burger would be promoted by McDonalds. We focussed on the ingredients of the Umamiburger: bread, cheese, shiitake, sundried tomatoes, seaweed and meat. We made posters, a placemat and a bag. This way we could both reach people who eat in McDonalds and people who pick up their meal.