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Ubud Food Festival 2018

Ubud Food Festival 2018

Departing from the theme “Generasi Inovasi”, I break down the idea from Dewi Sri, Balinese Goddess of fertility. I also brought up ingredients that have been taking parts in Bali’s gastronomy scene: rice, moringa, coconut, soy bean, sweet potato, banana leaf, turmeric & corn. I portrayed Dewi Sri with a pair of hands carrying the ingredients in the form of illustration. I put the Tridatu bracelet illustration on Her hands in an ode to the most basic Balinese culture. Because as we know, Tridatu bracelet is one attribute that most of the Balinese people have, and has lots of meanings behind it.

From the word "inovasi", my visual interpretations are combining both illustration & photography into one whole key visual. I am using popping colors, but not running out from the ingredients' original colours. And talking about the Tridatu bracelet, I know it's a bit risky for me because I brought up the local Balinese culture. But before that, I've done some researches about the philosophy behind the Tridatu bracelet itself, which connected to the concept of Trimurti; the God of Brahma, Wisnu and Shiva. It is also related that because I don't think I'm going to bring those 3 colours into the main visuals. As a replacement, I keep using 3 main colours and it's achromatic hues based on most of the ingredients' original colours: red, yellow and green. But with brighter colour codes. Because for me, there's always a way to create a visual that is very "Bali" without showing barong, beaches, and such as. Just a little detail of Tridatu bracelet can represent Bali in this visual, I reckon.
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Key Visual & Art Direction: Reevo Saulus
Graphic Designer: Dwi Udyana & Kuncir Sathya Viku

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