IBM Cognitive Computing Foodtruck Branding & Packaging

Yes, that IBM. Now this is a pretty awesome experiment and experience and none other than Jon Contino designed the food truck and the packaging for the sauce. In order to show the depth of IBM’s thinking they launched a food truck experience at SXSW in Las Vegas. The food was to be concoctions derived from people’s favorite flavors based on information gathered from IBM’s Watson and Cloud.  They used that information to “chemically combine thousands of ingredients into quintillions of recipes, and then systematically predicted which ones humans would find the most delicious.”

Jon Contino and team  approached the brand with a more human approach. “The concept behind the brand of IBM’s “Cognitive Cooking” is to make sure it is clearly human-driven. This is not a mechanized replacement for creativity, it’s a tool to help explore limitless possibilities,” states his website.

The illustrations are truly amazing as one would expect from Contino. The color palette is interesting as those aren’t colors that normally work well, but here they shine bright. The typography is fun and “human,” so mission accomplished on that touch. Overall, it looks inspired by a circus poster which is fun, jovial, and memorable.

Designed by Jon Contino
Art Direction: Jillian Watkins












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