Laura Cuypers

creative generalist

UMAMI (2014)

poster fifth taste umami bread
poster fifth taste umami shiitake
poster fifth taste umami sundried tomatoes
poster fifth taste umami cheese
poster fifth taste umami seaweed
poster fifth taste umami meat
placemat fifth taste umami

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.