Third Culture: Taste Menu

Senior Thesis Project at Emily Carr University

 
  • September 2020 - April 2021

    8 months

    • Art Direction

    • Branding & Identity

    • Layout & Publication Design

    • Photography

  • Adobe Photoshop, Adobe InDesign, Procreate

 

Culture through the lens of tradition, family, food, and nostalgia.

Throughout my thesis project, I aimed to showcase the Chinese Canadian experience through my own lens and also inspired by the stories of those of the community and around me. Like many individuals growing up in the midst of two cultures, I have been confused in my own identity. With cultural differences between myself and my Caucasian peers when it came to family values, traditions, and especially food, the traits I used to reject I have now come to accept and appreciate. When we fuse two elements together, often created is a fusion — however in the context of my project, I define it as a third culture. Through this project, I aimed to pay tribute to those who went through the same experiences I did, and to help others going through this identity crisis to ultimately cherish their roots.

With the understanding of various individuals’ diverse upbringings, came the opportunity to tell these stories through visual design. This opened up the chance for myself to explore my identity and these long-running, rich historical and cultural stories. The borders of the Chinese culture are limitless, so in terms of time I realistically chose to focus on one aspect, food, which is the biggest thing that brings families and communities together within the Chinese culture. It’s been an extremely eye-opening and humbling experience delving into this side of my identity in the last year of my undergrad, but also especially hard going through it during a global pandemic. With so much more left to uncover and unpack, I believe that there are still tons of questions that this project left to be answered. Going forward, I want to continue to seek ways to visually communicate aspects of the Chinese Canadian identity.

Research

An integral part of my thesis and what made my project as solid as how it came out. With the bulk of the research done in the first half of the school year, it was still an ongoing process that I did throughout. I parsed through various forms of media for content to include, and went through a great deal of visual exploration to find inspiration and the visual style I wanted to communicate. Here is a record of just a few select snippets that have helped me develop Third Culture: Taste Menu to what it is today!

Content Research

Visual Research

Find more content and my visual research below.

Visual Exploration

  • As a visual research sprint, I branded a Hong Kong Style Cafe that’s inspired by the Chinese Canadian/American individual’s favourites, influenced by growing up bi-culturally. With an inspiration of branding deliverables in mind such as logo, business cards, cups & dishware, and packaging, I aimed to pull a whole brand feel together with cohesive art direction. With a week’s time frame, I came up with a basic branding deck and a small takeout drink menu. This concept was inspired by Bopomofo Cafe in Los Angeles, which is run by Philip Wang of WongFu Productions, a film making group focusing on Asian-American representation in the film industry.

Menu Front

Menu Back

Menu Illustrations

Branding: Colours & Logo Iterations

Branding: Typography

  • To exercise layout design skill within the context of my thesis, I took some images from my Pinterest moodboard and laid them out into a mock photobook to visualize the role of food within Chinese culture.

  • As a response to reading Chop Suey Nation by Ann Hui, I created a concept graphic following the themes and discussions surrounding authenticity within the book. I included visual elements of stereotypical graphics that are associated with Chinese culture in the diaspora, which are detailed within Hui’s story of exploring Chinese restaurants across Canada.

  • This is a calendar concept inspired by the Yutlik Calendar, a lunisolar calendar that is characterized by an iconic layout that myself and many other Asian individuals of the diaspora grew up with.

  • Through this graphic collage, I aimed to represent a combination of my analog photographic and graphic design practices, merging two types of elements within the early stages & exploration of my thesis topic.

“The condition of the diaspora is to miss the taste of something you never exactly knew.”

— Tao Leigh Goffe

The Design

Compiled into a zine, the first edition of Third Culture was born: Taste Menu. Integrating illustration, typography, photography, and graphic design elements, I included select favourite Asian snacks and Hong Kong Cafe style dishes (茶餐廳, Cha Chan Teng) of the community, and of my own.

 Third Culture: 35mm

Analogue photographs shot on 35mm film (Minolta Hi-Matic AF2 and Ricoh FF10 Zoom Date) through the course of my project, through the lens of the third culture. Click on pictures to expand.