Lester Canave

My last name has the for Can for a reason

About

I am a designer who finds rush and excitement in the process of brainstorming and marketing while keeping the users in mind. I utilize colour, humour, and playfulness in not only my designs, but also my personality. I strive for fresh and new ideas that push can’t to CAN

Favourite or most effective re-brand you can think of?

My favourite re-brand is Gap. It’s the opposite of what a company wants when revealing a rebrand. They changed their logo of 20 years out of nowhere for a fresh look by using helvetica. Instead they got backlash and reverted back to the old logo within a week. It’s somewhat the ultimate “be yourself don’t ever change”.

How would you describe your design style?

I would describe my design style as unique, playful, and thought provoking.

What was the most intense deadline you’ve had to make?

Every.

Other than design, what creative fields interest you most?

Advertising. I want to create this generations “Don’t you put it in your mouth” PSA.

Design Interests

Editorial and Book Design
Environmental Design
Motion Design

Find me

Email
Instagram

Swallow

Introduction

Swallow is a book that is based on the theme of narcissism. It focus’s on the appearance of food and how it correlates to excessive food waste and over consumption. The book challenges the way we look and food and makes us realize that the fantasy and physical attraction of what we eat are just a mirage to coax what we really needed. It also allows for concentration of having all these images in one vessel and critically looking at the images in a bigger size than just seeing it while scrolling through a web page or app.

Research

Food is being eaten for their appearance and not their taste. Consumers are found to create made up stories about how they will enjoy what they are consuming and start dreaming about what certain foods will taste like. I’ve also found that the colour of the food impacted the taste whether it heightened or lessened the taste. Lastly with social media that projects ‘unique’ food business’s to a wide audience and personal experiences of food we are faced with this urge to buy what other people are buying to replicate the same emotions from what they saw.

I’ve also went to different restaurants and bakeries to see the overall feel I got from each place, and to get some visual research on how they present their food. In addition in order to get the ‘language’ right in my book I looked at several cookbooks, kitchen magazines, and went online to research menu writing and seeing which key words to use to evoke a physical and mental response.

Format

The book is separated into 3 parts, appetizers, entrees, and desserts. This is to replicate the structure of menus and to somewhat create this structure so readers of this book will know what types of food their expecting, without knowing what to expect at the same time. The text that is used is what the meal is with menu styled writing on the opposite page to generate a visual of the food with whatever they associate it with, this could be a memory, a certain restaurant. Once you see the photograph you either satisfied or now craving the dish and even salivating over every curve, texture, and glistening from the oil. Then look at the next photo, which is the same meal just, chewed up and spit out. Why fantasize about one form and not the other while the taste, which is huge portion of eating, is the same? The book is to create a physical disgust with what you see and change the thinking of people to ordering food that looks the prettiest, to ordering food that they wanted to eat/ know that they will be satisfied once they finished their meal.

 

See more of my work at the graduate showcase