Joy Castiglione BFA Thesis Spring 2013
19th century French gastronomist Jean Anthelme Brillat-Savarin said it first and best: “Tell me what you eat, and I’ll tell you what you are.” Brillat-Savarin was perhaps ahead of his time since food theory — a critical discussion about the psychological, ethical, and emotional impact of food on the individual and community — is a relatively new field that is just beginning to gain traction in the realm of critical theory. While health and fitness gurus have taken up much of the spotlight about food, food theory deals less with metabolism and losing your love handles than with development of an identity that is formed through eating or rejecting food, especially when mealtimes are shared among others. My thesis project is the branding and identity system for a fictional café that would theoretically exist in PNCA’s Arlene and Harold Schnitzer Center for Art and Design on 511 NW Broadway in Portland, Oregon. I completed this project as a response to an actual request for proposal (RFP) for a café kiosk that will exist within the new property. While this was largely a visual design endeavor, it has a very strong conceptual foundation that is built upon ideas relating to community ownership and empowerment, ethical design, accessibility, community building, and agricultural sustainability.