DEEP FRIED DANGER
Graphic Design | Packaging | Fall 2015
“Deep Fried Danger” is a series of packages that contain three popular street foods from Cambodia as well as other South East Asian countries: fried tarantula, water beetle/bug, and crickets. Although such foods are commonplace for the Khmer people, the target audience for this product is young western consumers who wish to try something considered “adventurous” by western standards.
The design delivers a challenge to the consumer; a silent message saying ‘I dare you to try this.’ Bright reds and browns contrasting against blacks create a sense of severity and tension. Each flavor is marked with a ‘level’ to represent the supposed challenge.
Cambodian culture is referenced through the emulation of tiered temple architecture via the shape of the package, while the backgrounds are textured to reference straw hats which are commonplace to everyday wear.
The Khmer word ‘Ch’nang’, meaning “delicious”, is included in the panel design along with appetizing descriptions of the snacks on the bottom of each box. These contradictory details are purposeful—a secret promise of reward to those brave enough to try it.
