New York City-based startup Food Throttle takes data from 330,000 restaurants and classifies their menus on the basis of nutrition for health-conscious eaters or dieters. When creating the company’s logos and marketing campaign, German designers Dennis Adelmann and Carolin Wanitzek wanted to focus on freshness.The duo’s images were designed to get people to look at the food they eat in a novel way.
What inspired these photographs and videos?
You will notice the designs are very symmetrical, very even. Food, and the ingredients that make up food, are shaped by nature and provide a symmetry and design that is hard for humans to even contemplate. People often care about the taste of food, but shape is often overlooked. And, as these were made for a company that aims to improve health, we thought it would be a good opportunity to emphasize the shape of food. And that was a new way to look at food—not as biological necessity or visceral, but something else. So, these photographs invoke something other than your biological instincts. By and large, the shape also communicates something you can do with the Food Throttle app, and that’s make your self symmetrical both physically and mentally.
Does the grouping of foods in the designs have any significance?
One blueberry is just a blueberry, but many blueberries seems to create a pattern that is attractive to people. And add a raspberry in there and you have two roundish things sort of oscillating next to each other and it just seems to do something. Nothing in these photos can stand on their own—they have to be paired with either a lot of themselves or other foods. And that’s true at a very fundamental level I guess, your body needs different types of food. Then, for some reason, the food becomes more attractive.
How long does one photograph take you?
We arrange the lighting in advance to save time, we try to get that right first. The installations with small ingredients definitely take longer, lots of things to line up. On average, we need about 60 minutes to arrange an installation and then photograph it.
Are you food obsessed, or do you just see food as a great medium?
Of course we are food obsessed! We both love healthy food and to discover new meals. And, of course, we see food as a great medium, because food provides us with unique shapes and there’s also a visceral human component to it. What other medium can do that and provide as much flexibility for design? It’s a great way to make an impact.
What is your day job?
We are both currently studying communication design at the University of Applied Sciences in Mannheim.
Watch the video below and click through the gallery to see the world of Food Throttle.