Part of my Strategic Design Fellows coursework was to design an innovative retail experience. After a few days of brainstorming, my team found some common ground — ramen. As five self-proclaimed ramen enthusiasts, we decided to create MODANTO.
MODANTO is an intergenerational, exploratory, and boundless culinary experience, housing traditional modern Japanese-fusion cuisine under one roof.
Billboard — designed to be digested (haha) easily
Magazine Spread — potential magazine: Edible DC
I was the advertising art director for the team. Through our research, we found that people were pretty loyal to their age demographic's standards — older consumers preferred the traditional, and younger consumers preferred the modern. This is obvious with things like Kindles vs. books, apps vs. newspapers, Spotify vs. record players. I wanted to play on that concept of old vs. new with the advertising collateral.
Various iterations of the advertisement were meant to be located in different spots. Kindle vs. books would be located outside of a Barnes & Noble. Spotify vs. record players would be located outside of a record store.
The beauty of this campaign was the universal theme; there could be infinite potential iterations playing upon the concept of old and new.