We consume things visually before we consume them physically. There is a very interesting relationship in the way we perceive food, and the way design influences it. When shopping for dinner, a consumer encounters hundreds of products on the shelves. The goal was to create a type conference and all the material to promote it, including a book, badges, poster and a mailer. The starting point were two words: experimental and type. Then, from the word “experiment”, I got to food, from type to letters and communication, therefore creating the connection. At first, the idea of food vernacular came up, but then massed produced packaging appeal more interesting as an experimental subject, where the psychology of color, type, and shape came into play in consumer choices.