The Common Table
DESIGN
Founded by a mother-daughter creative duo based in Berlin, The Common Table publishes food-design stories from around the world. We have worked on the Visual Identity and Communication Design for this publishing platform that talks about food futures and systemic change.
TCT features stories and ideas about food from all around the world, from people who are working towards fixing the broken global food system. Based in Berlin, The Common Table wanted to extend their happening kitchens into virtual platforms to share food design experiences. While connecting with people who are forging ways towards a better food-future, TCT also features their projects and publishes newsletters for their global audience.
A pictogram design system was created to give each category an identity on the The Common Table website. The category system represents the first step in the process of finding new words for food. The clustered patterns and themes emerge through TCT’s conversations with food-future pioneers in a non-linear fashion, allowing stories to fall into two or more keyword groups, represented by the specially designed pictograms, which signify aspects of the food system. By being combined, like flavours, these words become enhanced, e.g. “SYSTEM AGRICULTURE”, “KITCHEN TECHNOLOGY” or “WILD WASTE”. Thus, the cycle of elements in and around the food system we live in are interconnectable in myriad ways.
