This project was finished in March 2015, where I worked with a Seattle-based farmer/artisan who creates local specialty foods, and finally came up with a storytelling website introducing his story.
We are trying to immerse customers by introducing Dale Nelson's story in an innovative way which takes advantages of various types of media.
Dale Nelson is the owner and founder of Farmhouse Kitchens, a full-service specialty food development company in Washington State. He has 25 years of experience in the food industry and a true passion in the artisan food environment. Under Dale’s leadership Farmhouse Kitchens is made up of several business themes: Woodring Northwest at Pike Place Market and the Vitalli Syrup Company.
Dale Nelson is the co-founder and board member at the 21 Acres Center for Local Food and Sustainable Living in Woodinville, Washington, an affordable Commercial Kitchen Space designed for entrepreneurs, farmers and burgeoning food businesses.
He wants to introduces his creative experiences with local special foods and the idea of “Buying local”.
He wants to introduces the concept of 21 Acres, his works and visions in local food and sustainable living.
He wants to talk about the hurdles for processing food and selling it to stores and customers.
We decided to showcase the major procedures in processing food from raw ingredients to specialty foods in order to introduce Dale’s vision in buying local and value-added products. There are four main procedures in processing food as explained by Dale.
In this section, we decided to focus on Dale’s two visions in funding 21 Acres.
Dale wants this website to be more educational to farmers who are looking for realistic opportunities to make living at processing food. So we we decided to get Dale an opportunity to introduce his career hurdles and success.
Besides, We also want Dale to be able to talk about the lessons he learnt in his past experiences.
At first impression, we showed the project title in the first place, with a background video showcasing a straightford view of food processing.
We chose to use illustrations and texts to describe each step in Dale’s processing food. In this section, we decided to mainly use images to draw the big picture for better understandings.
Since Dale has a lot of stuffs to talk about in his story, ranging from the origination of his business to his visions in local specialty foods, we decided to take the most authentic approach - inviting Dale to come and talk in front of the camera.
During the interview, we found Dale also wants to interact with his customers and collect feedbacks in a more effective way. Therefore, we launched a social campaign on Twitter, using hashtag #DreamFlavor.
Creating Specialty Food - The sweet taste of rich experience and enjoyment.
Supporting Local Farmers - Help others turn hard times into invigorating opportunities like lemons into lemonade.
Living Sustainably - Uplifting life with a zippy herbal scented fragrance.
Business Hurdles - A passion for what you do with a sweet and sour balance to life.