JOANNE PARK

박주원

Based in Raleigh, NC.

As a child, I was eager to graduate from picture books to chapter books because it meant I could visualize and re-contextualize the stories I read with my own personal experiences. Today as a designer, I use my work to embody the experiences of the world as well as express my perspective within it.

My process involves a deep exploration of the interactions between people and culture, through experimentation within different mediums. I have a curiosity for storytelling that leads me to unexpected places and with every project, I evolve as a motion designer and illustrator, influencing my personal philosophy and breadth of work.

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02 BUGABOO

BRAND IDENTITY

2023

TIMEFRAME: 4 WEEKS

COLLABORATORS: YESENIA SOLIS, JESSICA ZHU

OVERVIEW

Bugaboo is an approachable and playful brand with the goal of fostering a widespread cultural acceptance of insects as a viable food option for a sustainable future. Their goal is to educate the public and future generations on the positive impact of insect-based cuisine through restaurants that house open kitchens and cooking workshops. As a designer, I helped create the brand strategy and created various assets such as product mockups, storefront models, and a brand video.

CORE PROBLEM

Audiences in the U.S. are currently unaware of the nutritional and sustainable benefits of incorporating insects into one’s daily meals.

MISSION STATEMENT

Make insect food options available for consumption as another healthy addition to our everyday meals and promote the concept of insects as a part of sustainable food systems for the future and establish a franchised accessible norm for all.

LOGO AND BRAND VISUAL IDENTITY

The logo creates the three motifs of the beetle, the ant, and the worm. The name comes from the word bugaboo, which means “an imaginary source of fear” to challenge the idea that entomophagy is something to be afraid of.

SYSTEM

Bugaboo focuses on allowing people to try bugs in a safe and accessible way while allowing people to interact and learn through workshops and an open kitchen setup. The menu has items with different levels of “bugginess” for differing levels of approachability. The kid’s menu incorporates friendly and educational facts as well as an adapted mascot system.

Bugaboo sources its bugs through vertical farming, for traceability, scalability, and minimizing impact on the existing ecosytem.

EXPLAINER VIDEO

We then scripted and developed an ant character to educate viewers about the practice and benefits of entomophagy, as well as how bugs are raised for consumption.

PROCESS

We consulted Dr. Sorenson, an Entomology professor in NC State’s College of Agriculture and Life Sciences on the potential viability of creating infrastructure to establish insects as part of owr food system. We also attended Raleigh’s annual BugFest, tasting and learning about bugs within the culinary system.

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Work may not be used for AI/ML training