One Spoon
Overview
World on One Spoon.
One Spoon is an immersive food museum that explores the relationship between food, dining cultures, and climate. The museum shares these discoveries with visitors by creating spaces where they can see and feel the experiences, while offering food through climate-based themes for further exploration.
Year
April 2026
Duration
10 Weeks
Type
Brand Identity
Museum/Pop-Up Events
Role
- Branding Designer
- Graphic Designer
Tools Used
- Adobe Photoshop
- Adobe Illustrator
- Adobe InDesign
- Adobe After Effects
I developed a new museum brand, "One Spoon", along with a campaign titled "Munch the Spoon". The project includes brand identity, a promotional video, and concepts for physical experiences. By integrating climate and food, I reimagined the traditional museum model.
Challenges
The project began with redefining what an “immersive” museum experience could be. Through doing so, food became a
key medium for interaction within the museum.
To move beyond traditional museums that focus on installations and passive
viewing, it was necessary to create an activity that encourages engagement beyond observation. As this type of museum is
unconventional, developing a clear operational model and a strong marketing strategy was essential. Throughout the
project, I importantly focused on maintaining a consistent direction without deviating from the core concept.
Approach & Key Process
Research on Museum Operations
Competitor Analysis
Case Studies
Target Audience
Operational Guidelines
Physical Experience
Campaign Development
Visual Direction
Moodboard Development
Logo Design
Campaign Visual Elements
Applications
Motion & Promotional Video
Brand Book
Brand System Finalization
Visual Mockups
Final Presentation
Operation
Passive to Active Museum Experience
I redefined the museum experience from passive to active. While traditional museums focus on walking and observation, this new concept introduces interaction through serving food under climate-based themes; There are five different climate themes – Tropical, Rainfall, Seasonal, Desert, and Polar. The interior environment is fully designed using projections, artificial wind, and controlled temperature to simulate different climates. Visitors are encouraged to engage directly, supported by a carefully planned system and operational flow.
The video clips were generated by AI.Concept Development
Making Abstract Concepts Tangible
I translated the abstract relationship between food and climate into a tangible experience. Climate classifications can be complex and difficult to understand, so the concept is simplified through a clear narrative and structure. The brand name "One Spoon" and the tagline "World on One Spoon" communicate the idea of experiencing global climates and geographies through food in an accessible way.
Logo
Flexible Identity System
The identity system is built around a wordmark logo that balances institutional clarity with experimental flexibility. The central “O” in the logo functions as a container for landmark imagery, allowing the logo to adapt across different countries while maintaining consistency. This system reflects global diversity while preserving elegance and legibility.
Campaign
Campaign as an Entry Point
To introduce the unconventional museum concept easily, a pop-up campaign was developed as an accessible entry point. The arcade-based experience invites visitors to play a claw machine game and win prizes which is climate-themed chip bags including ticket discounts. This interaction can lower the barrier to entry and encourage initial engagement with the museum.
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