FUTURE OF FOOD & BEVERAGE
Intern Strategy Project: 5 Interns, Global Team, 6-Week Timeline
During my strategy internship at Marks, I worked the front end of a global creative brief. I researched the cultural and category shifts reshaping food & beverage, then translating that into a point of view the creative team could design against.
My role involved leading Miro-based workshops to pressure-test our early direction as a team, while focusing most of my own research on the cultural and trend side. I'd spot shifts in how people were relating to food, which we could then build a point of view around.
Overview
Look into the culture, not the category.
Food is no longer just functional, its emotional, political, sensory, expressive. We were asked to unpack how the food and beverage industry is evolving, and why, then translate that into an actionable point of view. one the creative team could design against, and eventually shape into a visual concept.
From there, the work broke into two phases: dig into the research first, then turn it into something real.
CURIO
A Flavor for Every Mood
Research
work in teams to unpack the forces shaping the future of food and beverage and how the landscape is changing, and why? Identify the themes, tensions, and behaviors worth watching.
The Framework
Concept
Take a key insight and create a concept that says something meaningful and shows up in a real, tangible way rooted in cultural insight, bold in execution.
Tone of Voice
Luxurious, Indulgent, Minimalistic, Curious, & Curated
Final Deliverable
*Note that I did not participate in the physical design of this project
