Umami Dreams

Onion.

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“Nobody tells this to people who are beginners, I wish someone told me. All of us who do creative work, we get into it because we have good taste. But there is this gap. For the first couple years you make stuff, it’s just not that good. It’s trying to be good, it has potential, but it’s not. But your taste, the thing that got you into the game, is still killer. And your taste is why your work disappoints you. A lot of people never get past this phase, they quit. Most people I know who do interesting, creative work went through years of this. We know our work doesn’t have this special thing that we want it to have. We all go through this. And if you are just starting out or you are still in this phase, you gotta know it’s normal and the most important thing you can do is do a lot of work. Put yourself on a deadline so that every week you will finish one story. It is only by going through a volume of work that you will close that gap, and your work will be as good as your ambitions. And I took longer to figure out how to do this than anyone I’ve ever met. It’s gonna take awhile. It’s normal to take awhile. You’ve just gotta fight your way through.”
― Ira Glass

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Umami is a concept of taste identified by Professor Kikunae Ikeda. From what I understand of it, it’s not sweet, bitter, sour, salty, or something specific and easy to suss. It’s a brothy mix. One which for the most part is delish, maybe or maybe not, not sure yet – say the taste buds.

Dreams are a concept of the mind (?) identified by sleeping, and somewhere along the way of sleeping, stuff occurs which can seem as though it is being lived.

Some dreams are sweet, some sour, some are vivid, some blurry, some are a reflections of ordinary life and others are truly extraordinary. Often they’re a brothy mix, an option of three doors in a dream corridor is not really an option of three doors in a corridor as experienced in waking life – umami dreams.

Bite into a sweet cake in a dream

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Meringue

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and your taste buds may not get what they’re expecting. That sweet cake may end up tasting of onion. But what does an onion taste like to you?

Mind you, that can happen in waking life too, especially if you go to one of those taste experience restaurants created by a chef like Heston Blumenthal.

What we expect versus what we actually get in waking life can be as surreal as dreaming.

Dreaming often inspires reality. In design, photography, art, dreams play an important part in the creation, in what is brought to life from the ether, often acting as a wonderful bridge between the two.

When trying to make a product popular, a business (and the designers they hire to make their dream a reality) will try to tap into both the life and dreams, be they sleeping dreams or waking ones, of their ‘target’ market and possible consumers (we’ll only consume what makes us hungry for it, and desirous to taste it – hopefully with the least amount of calorific consequences).

Like this awesome packaging design for Beehive Honey Squares.

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 Beehive Honey Squares by Lacy KuhnConcept Branding and Packaging: ‘Beehive Honey Squares’ by Lacy Kuhn via Logo Designer

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Or this awesome Paradise coffee collection.

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Exotic Coffee Collection by Artemov Artel Design studioExotic Coffee Collection by Artemov Artel Design Studio via Packaging of the World

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Or a classic design which is now recognised worldwide

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Apple Compute Logo

a rainbow coloured Apple a day…

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Bite me for the yum factor.

Eat me, drink me, find the key to open the door and take a journey down the rabbit hole into Wonderland through taste and creativity.

Whatever door you choose is going to lead to somewhere interesting – umami dreams.

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 DRAGON_SOOPDragon Soop by SDDP

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