Graphic Design

Redefining Cake

“Redefining cake” is a participatory eating experience project that for a few hours will invite participants to share the space and food that would be normally waste otherwise.

The ‘Redefining Cake’ project reimagines the traditional cake experience by inviting participants into a participatory, sustainable eating event. For a few hours, individuals will share both space and food that would otherwise go to waste, transforming what is typically discarded into a communal, meaningful experience. To promote this initiative, I designed a series of posters that feature abstract, playful representations of cakes, blending elements of waste and sustainability. The posters serve as both a visual invitation to the event and a conceptual reflection of the project’s core idea—turning waste into something worth celebrating.

1. Research & Inspiration

  • Understanding the Theme: The project’s core concept revolves around sustainability, waste reduction, and communal experiences. To begin the design process, I researched the themes of food waste, sustainability, and the traditional cake-making process. This included understanding the various types of food waste in the baking industry, and the growing importance of circular practices in design.
  • Observing Cake Culture: Studying the cultural significance of cakes in celebrations and social gatherings helped me understand the role cakes play in communal experiences. I noted how cakes have been represented in advertising and design to create an emotional connection with the audience.

 

2. Concept Development

  • Creating a Visual Metaphor: To reflect the theme of waste, I decided to incorporate elements that signify both discarded food and the potential for transformation. I used the visual metaphor of cake in its fragmented, incomplete, or “imperfect” state, blending it with symbols of sustainability (e.g., green tones, natural textures) and waste (e.g., crumbles, slices, or remnants of cake).
  • Playful and Abstract Style: I wanted the posters to not just serve as functional invitations, but as artistic reflections of the project’s philosophy. The abstraction would help express the fluid and non-linear journey of waste being turned into something meaningful and celebratory. The playful style would attract attention and stimulate curiosity about the event’s deeper purpose.

3. Design Execution

  • Color Palette Selection: I used a color palette that reflected both sustainability and the playful nature of cakes (pastels, soft hues). By mixing these colors, I aimed to emphasize both the environmental focus and the inviting, celebratory aspect of cake-sharing.
  • Illustration & Composition: I designed abstract representations of cakes, deconstructing their traditional shapes and forms into fragmented pieces or stylized renditions. The use of irregular shapes and textures (such as crumbs, frosting drips, or melted forms) helped symbolize the idea of transformation, while also inviting a sense of playful curiosity. These elements were arranged to lead the viewer’s eye across the poster and encourage them to think about waste differently.

 

4. Promotion & Distribution

  • Leveraging Social Media: To extend the reach of the project, I also adapted the poster designs for digital formats. These were shared on social media platforms, with accompanying messaging to spark conversation around food waste, sustainability, and communal dining experiences.
  • Event Integration: The posters were placed in strategic locations around the event to create visual cohesion and reinforce the project’s ethos, inviting attendees into a shared, sustainable experience.

The design process for “Redefining Cake” was deeply rooted in the concept of transforming waste into something meaningful. Through playful abstraction, thoughtful color choices, and a blend of sustainability and celebration, the posters served as both an invitation and a conceptual reflection of the project.

They encouraged participants to rethink the traditional cake experience and engage with the deeper themes of waste reduction and community building