EL PASEO

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EL PASEO –

My Role

This was part of my Professional Practice class. Here I worked closely with a group of designers where we did research on how to tackle food desserts in the Chicagoland area. With the research, we gathered we found that the best way to fight against this was to work with local community gardens to help the community become more self-sustained and have fresh goods be more obtainable. Our end goal was to create a recipe book that used the fruits/vegetables grown at the community garden but also were ingredients that were frequently used in the households around the community.

Research

Screenshot of Research

We spent a whole semester doing research on the community garden El Paseo in the Pilsen residents. We learned about the services the community garden offered and what types of fruits/vegetables were frequently used in residents’ households.

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Logo, with text

Logo, Icon only

Identity

One of the biggest tasks was creating a logo. This was important because this was going to set the tone for the rest of the project. We wanted to keep it true to the culture with vibrant colors and simple iconology that connected to the story from the Aztec history of the Chinampas.

Chinampas: Invented by the Aztec civilization. also known as "floating gardens”, were man-made islands that helped with agriculture to help feed the mass population.

Book Packaging

Book Creation

I took charge of creating the book and how it was packaged. We wanted the book to be true to the people and be easily made since it was all going to be created in-house. We also wanted to make sure it was both in Spanish and English so all audiences could understand.

Some of the things we kept in mind for the design of the book:

  • Authentic

  • Cost-effective to make

  • Aesthetics

  • Convenience

  • Efficiency

  • Legibility

  • Obtainable

  • Dual Language

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Showcasing

Animated GIF showcasing book.

After creating the recipe book I had to find a way to show the book and packaging. I decided to go with an animated GIF to show the major details in the book. I made sure to focus on the different textures, surfaces, colors, and binding. One of the key details we wanted to make sure was seen was the colored boxes that helped lead the reader to a certain vegetable and the recipes it was included in. Also, the quick speed was to imitate someone flipping quickly through a book.