Xinai Emilie Chen

Deusine

The name of this project combines the words “design” and “cuisine”, symbolising the redefinition of food through design. It explores food production by merging design and culinary practices to create sustainable and synthetic foods. 

These foods possess the characteristics of superfoods—integrating high nutrition, aesthetics, and eco-friendly principles—while reflecting human desires and promoting environmental preservation. 

The concept highlights how the definition of superfoods is being manipulated by marketing strategies, linking them to health, status, and beauty, which may ultimately lead to the neglect of their ecological consequences.

Pure Food Brand Guideline

A set of brand guidelines for a (fictional) arts organisation or charity.

Pure food is a charity organisation that is to educate individuals and communities about the potential health risks of food additives, empowering them to make informed dietary choices and advocate for transparency in food labelling.

D&AD New Blood Awards 2025 Orbit Extra (Mars)

Gum is fast losing its cool. And Extra wants to change that through their biggest repositioning to date: Chew (You) Good. Communicating that chewing Extra is about more than just fresh breath. It’s a refreshing way to feel good. They want to help today’s anxious, overwhelmed teens looking for additional wellness solutions to see Extra as an easily accessible way to recenter themselves. 

I created a campaign that aligns to the existing Chew You Good campaign and aligns to the brand tone, making Extra famous for accessible wellness amongst teens. Through showing how Extra supports passions to make them feel good, lifting the emotional load in some way.