CLIENT
KitchenAid
PROJECT DELIVERABLES
Long-Scrolling, Interactive Experience
6 Sub-Articles Per Volume
Hub Landing Experience
Topic Research
Interviews
Story Architecture
PROJECT TYPE
Organic Content Hub Pitched Work
Eat Your Heart Out
The kitchen — a place of inspiration and exploration. Passionate makers don’t seek simple recipes or how-tos. They seek adventure, eye-opening experiences, flavors around the world. By creating a long-scrolling experience, we are able to take Makers on an adventure. Starting with a staple dish — pasta. But how to make it was just too rudimentary. Makers deserve a story. Starting with the history, the beliefs, the connections around one staple dish. This is the story of Pasta.
Graphologists believe a person’s personality can be unveiled by their handwriting.
We feel connected by seeing a loved one’s writing. As if it reflects their voice — their tone. The spikes in words mimic their inflections. It’s a conversation left for us to continue ...
Somewhere in South Philly a girl sits in a wooden chair, thumbing the corner of an index card where the edge has softened over the years. Careful not to touch the words written by her grandmother.
She memorizes the handwriting. The words themselves, she can recite by heart.
1 egg
1 cup flour
½ tsp. salt…
But it’s the curves of the words she admires. Letters swoop, delicately. Small, and slanted ever so slightly to the right. Each sentence meticulously touching the dotted line. She smiles. She can almost hear the enthusiasm in every long crossed “t.” The passion in each drawn out “y.”
Her grandmother taught her about cooking, about the kitchen, about life.
When you want to travel, and you don’t have a ticket, just come to the kitchen. It will transport you anywhere...anytime...you want to be.
The girl sets the recipe card on the antique cookbook holder that sits on her counter. Water rumbles as it boils. She sprinkles in salt. Grabs the freshly prepared noodles and carefully places them in.
“Ok, Nonna. Tonight, we travel to Italy... You’re cooking.”
The Recipe Card
Greece: Pastitsio
Argentina: Sorrentinos
Interactive cards add a playful, gamified element for users to gain an interesting backstory on how different shapes of pasta came to be.
What's pasta without the perfect glass? An interactive slider allows users to pick their pairing by selecting a type of wine and offering recommended sauces to complement the flavors.
A Maker doesn't need a blog to tell them what to do. Inspiration is their true call to action. Using different ingredients can create colorful pasta. Offering a color palette to appeal to their palate.
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