Today’s fast food does not fulfil our expectations anymore. Rightly or
wrongly, fast food is now associated with junk food, too many calories, and
stress. If our needs in terms of speed are still the same, we become conscious
that what we eat builds our health. In food like in many other fields, we wish
to rediscover the authenticity and simplicity of our childhood, and to protect
our environment. As an answer to this demand, Marc-Antoine Paulmier has
imagined the food chain BOCO.
The
formal and functional codes remind us of our grand-mother’s old jars:
Marc-Antoine has created an original packaging, symbol for his chain of fast
food restaurants. After modernizing the opening system, he has innovated by
juxtaposing two jars, the first one for the main dish and the second for some
salad or a dessert. The jar is associated with dedicated knives and forks, to
be able to eat in the jar itself. This simple but different system is to be
enforced in a charted framework, reflection of the values symbolised by his
“jars”: simplicity, authenticity, transparency.
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