Talk about food without showing food.
We get inspiration from everywhere! In this case it came from the food culture, from its most obvious and sometimes invisible forms of expression; straight from the popular food imaginary advertisement signs found in markets and shops around the world. Although unnoticed to most, they are very present in every corner of the planet every day.
We took its distinctive code to create the basis of the TV Show’s identity.
We reinforced this language with a particular use of typography as well as the chef’s distinctive food tattoos on his arms and used them as an opportunity to look at food in another way.
A more detailed and more intimate one, that can speak about our relation with food in a more subtle and intelligent approach.