Nattopedia
Nattopedia is a zine I designed to introduce Seattlites to natto (納豆), fermented soybeans, which is a staple food in Japanese cuisine. The inspiration came from observing various different natto package designs at Asian grocery stores, as each unique design felt like going on an adventure into new flavors.
Self-initiated project
Why I'm making this zine
There's a growing global trend of consumers seeking out fermented foods like kimchi, miso, and natto for their potential health benefits. This trend is fueled by increased awareness of the gut microbiome and the role of diet in overall health. (Source: Food and Nutrition Journal)
In Seattle, most groceries stores do not sell natto, requiring a trip to your local Asian market. Natto sales are typically aimed at Japanese people, so it is less discoverable to the general public.
Bearing in mind the rise of foodie culture amongst young people, I asked myself this question:
In Seattle, most groceries stores do not sell natto, requiring a trip to your local Asian market. Natto sales are typically aimed at Japanese people, so it is less discoverable to the general public.
Bearing in mind the rise of foodie culture amongst young people, I asked myself this question:
How might we bring natto to an untapped audience of Millennials and Gen Zs in Seattle who are interested in learning about healthy food from other cultures?
opportunities
printed zine
Print and distribute my zine to kick-off nattopedia and gage interest from other young people in the community.
website
Develop a website to build an online presence, increase project visibility, and branch into digital experience design.
pamphlet
Collaborate with Uwajimaya to give away a pamphlet version of the nattopedia zine for customers to use while shopping.
pop-up shop
Conceptualizing a physical space to bring people in Seattle to enjoy natto together.
I decided to focus on zine for my first milestone, as it is a more forgiving (and cheaper) medium to kick-start the idea and experiment with the evolving identity as I get feedback from readers.
Ideation, storyboarding, and logo development
Moving forward
This is an ongoing project, and I am in the process of developing brand guidelines to further solidify the voice and tone of my project.
Animated logo concept - showing the sticky, chewy texture of natto
