Title	A REDISCOVERED PHOTOGRAPHY TECHNIQUE FOR REDISCOVERED INGREDIENTS
Brand	RESTAURANT STEIRERECK
Product/Service	TAKE AWAY GOURMET DISHES
Category	D01. FOODS
Entrant Company	WIEN NORD Vienna, AUSTRIA
Advertising Agency	WIEN NORD Vienna, AUSTRIA

Name	Company	Position
Andreas Lierzer	WIEN NORD	Creative Director
Bernd Wilfinger	WIEN NORD	Creative Director
Katja Claus	WIEN NORD	Graphic Designer
Christoph Pausz	WIEN NORD	Copywriter
Andreas Lierzer	WIEN NORD	Illustrator
Walter Janda	WIEN NORD	Agency Producer
	Druckerei Bachernegg	Producer

Brief Explanation

The big technical challenge faced when printing the motifs posed the proper use of the rediscovered analogue photography technique of the cyanotype process: The original ingredients, as used in the restaurant itself, were fixed to light-sensitive paper and then exposed to UV light or sunlight for approx. 6 minutes. Afterwards the exposed paper was held under running water so that the outlines and shading of the ingredients became visible.

The Brief

The Steirereck in Vienna is one of the most renowned Austrian haute cuisine restaurants. The Task: Concepting and designing packaging for the gourmet restaurant’s exclusive own product line of take-away products named „À La Carte“. For the products of the brand as well as for the food served in the restaurant itself, the variety of regional ingredients is key. Goal: A rise in in-store purchases of chutneys, glacéed citrus fruits, herbs, rare spice blends, pickled vegetables, home-made pasta and much more by guests of the restaurant, tourists from Austria and abroad as well as by business customers (take-away lunch menus).

How the final design was conceived

The prints on the packaging were created with rare original ingredients that are also used by the top chefs in the restaurant’s kitchen: glacéed citrus fruits, homegrown herbs as well as a variety of long-known and rare fruit and vegetable delicacies. With the aid of a rediscovered analogue photography technique, the cyanotype process, “leaf-copies“ of the original ingredients were made that shaped the visual style of the packaging and underlined the aspects of variety and regionality. The motifs are printed on cardboard sleeves that serve as a wrapper for otherwise neutral, transparent glass jars, containers and dishes.

Indication of how successful the outcome was in the market

For the consumers: Easy transportation and handling thanks to conveniently opening sleeve. After consumption, the neutral glass jars, containers, dishes etc. offer the consumers the possibility of unlimited reuse for their own products. The sleeves themselves are 100 % recyclable. For the producers: Easy, quick handling thanks to neutral templates that can be labeled by hand and thus be adapted for current and future product ranges.