Smashing food concepts for CêlaVíta

Katja Gruijters studied with me at Design Academy Eindhoven and went on to become one of the pioneers of food design. From her studio, she develops self-initiated and commissioned projects exploring food, culture, sustainability and innovation.

For CêlaVíta, Gruijters organised a series of product innovation workshops focused on new concepts for the summer season. The first workshop took the form of a culinary exploration by bicycle through Amsterdam, bringing together staff from R&D, sales and marketing. I was invited as a designer and illustrator to participate in the brainstorms and visually summarise the outcomes.

The combination of different disciplines, active participation and an inspiring setting generated a wide range of ideas. One of the concepts developed during the sessions was launched the following season as CêlaVíta Smash-It Potato.