{"id":19815,"date":"2025-11-03T08:01:32","date_gmt":"2025-11-03T08:01:32","guid":{"rendered":"https:\/\/codewebbarcelona.com\/diseno-grafico-destacado-la-semana-eat-it-cuando-diseno-se-atreve-hambre\/"},"modified":"2026-04-20T22:12:58","modified_gmt":"2026-04-20T22:12:58","slug":"featured-graphic-design-eat-it-bold-design","status":"publish","type":"post","link":"https:\/\/codewebbarcelona.com\/en\/blog\/featured-graphic-design-eat-it-bold-design\/","title":{"rendered":"Featured Graphic Design of the Week: EAT IT \u2014 When Design Dares to Be Hungry"},"content":{"rendered":"<h2>Motion Sickness celebrates the provocation, sexuality, and cultural identity of Karangahape Road in a campaign that turns desire into visual language<\/h2>\n<p>\nEvery week at <strong>Code Barcelona<\/strong>, we look for a project that stands out not just for its beauty, but for its <em>attitude<\/em>. <strong>EAT IT<\/strong> is exactly that: a visual explosion that pushes the boundaries of food communication\u2014an ode to identity and transgression. Created by New Zealand studio <strong>Motion Sickness<\/strong> for the <em>Karangahape Road Business Association<\/em>, this project proves that graphic design can be as provocative as it is poetic.\n<\/p>\n<p>\nWinner of the <strong>Best Design Award 2025<\/strong> in the <em>Design Communication<\/em> category, <strong>EAT IT<\/strong> doesn\u2019t just invite you to eat. It seduces, challenges, and wraps you in a visual narrative charged with desire, irony, and neighborhood pride. It\u2019s not a piece to be explained\u2014it\u2019s meant to be experienced.\n<\/p>\n<p><iframe title=\"vimeo-player\" src=\"https:\/\/player.vimeo.com\/video\/1083073525?h=52e04f6777\" width=\"640\" height=\"360\" frameborder=\"0\" referrerpolicy=\"strict-origin-when-cross-origin\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\"   allowfullscreen><\/iframe><\/p>\n<h3>Context: Karangahape Road, a kilometer of culture and freedom<\/h3>\n<p>\nTo understand <strong>EAT IT<\/strong>, you have to understand <strong>Karangahape Road<\/strong>\u2014better known as K-Rd\u2014the most vibrant, irreverent, and diverse neighborhood in Auckland. Since the 1970s, it\u2019s been the epicenter of queer movements, underground art, nightlife, and alternative cuisine. Its spirit isn\u2019t about trends; it\u2019s about <strong>living unapologetically<\/strong>.\n<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-motion-sickness-eat-it-karangahape-road-6.jpg\" alt=\"\" width=\"2336\" height=\"1652\" class=\"alignnone size-full wp-image-13623\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-motion-sickness-eat-it-karangahape-road-5.jpg\" alt=\"\" width=\"2336\" height=\"1652\" class=\"alignnone size-full wp-image-13624\" \/><\/p>\n<p>\nThe challenge was huge: create a campaign that captured this essence without turning it into a clich\u00e9. As the studio put it, <em>\u201cThe time had come for Karangahape Road\u2019s take on \u2018restaurant month\u2019. So we created EAT IT \u2014 an ode to the road\u2019s provocative attitude, powerful sexuality and one-of-a-kind gastronomical offering.\u201d<\/em>\n<\/p>\n<h3>Creative concept: eating as pleasure and provocation<\/h3>\n<p>\nThe idea behind <strong>EAT IT<\/strong> is as simple as it is brilliant. Eating isn\u2019t just a necessity\u2014it\u2019s sensual, instinctive, and emotional. And on K-Rd, where food, clubs, art, and performance collide, that connection is inevitable.\n<\/p>\n<p>\nThe concept revolves around three pillars:\n<\/p>\n<ul>\n<li><strong>Provocative attitude:<\/strong> a bold invitation to indulge without shame.<\/li>\n<li><strong>Fetish-inspired aesthetic:<\/strong> BDSM as a visual metaphor for desire, control, and freedom.<\/li>\n<li><strong>Local pride:<\/strong> using the neighborhood\u2019s culture as creative raw material.<\/li>\n<\/ul>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-motion-sickness-eat-it-karangahape-road-14.jpg\" alt=\"\" width=\"1000\" height=\"667\" class=\"alignnone size-full wp-image-13625\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-motion-sickness-eat-it-karangahape-road-2.jpg\" alt=\"\" width=\"650\" height=\"440\" class=\"alignnone size-full wp-image-13626\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-motion-sickness-eat-it-karangahape-road-9.jpg\" alt=\"\" width=\"2336\" height=\"1652\" class=\"alignnone size-full wp-image-13627\" \/><\/p>\n<p>\nThe result is a <strong>brand campaign<\/strong> that blends eroticism, irony, and visual sophistication to celebrate what K-Rd truly is: a community unafraid to be seen for what it is.\n<\/p>\n<h3>Art direction: leather, metal, and desire<\/h3>\n<p>\nThe visual universe of <strong>EAT IT<\/strong> is built on materiality: black leather, polished steel, chains, stilettos, and gleaming surfaces that evoke the world of <em>fetish<\/em> and BDSM aesthetics. Yet, far from being excessive or vulgar, the treatment is <strong>visually restrained and deeply elegant<\/strong>.\n<\/p>\n<p>\nThe creative team, led by <strong>Sam Stuchbury<\/strong> (Creative Director) and <strong>Hamish Steptoe<\/strong> (Art Director), with <strong>Freddy Riddiford<\/strong> on copywriting, achieves a perfect synthesis of sensuality and design. Every photo is a metaphor for pleasure: food, bodies, and objects merge in a visual narrative that appeals more to touch than sight.\n<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-motion-sickness-eat-it-karangahape-road-1.jpg\" alt=\"\" width=\"1000\" height=\"605\" class=\"alignnone size-full wp-image-13628\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-motion-sickness-eat-it-karangahape-road-4.jpg\" alt=\"\" width=\"2336\" height=\"1652\" class=\"alignnone size-full wp-image-13629\" \/><\/p>\n<p>\nThe images, shot in a <strong>cinematic<\/strong> style, are dense, glossy, and deliberately dark. Black dominates the composition, while color emerges in metallic reflections, wet textures, and highlights. There\u2019s no literalism\u2014only suggestion.\n<\/p>\n<p>\nAs the team says: <em>\u201cSuggestive and richly stylised imagery takes us on a journey deep into the world of BDSM and kink, which for decades has thrived along Karangahape.\u201d<\/em> That line perfectly sums up the project\u2019s sensibility: visually powerful, culturally aware.\n<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-motion-sickness-eat-it-karangahape-road-10.jpg\" alt=\"\" width=\"1000\" height=\"470\" class=\"alignnone size-full wp-image-13630\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-motion-sickness-eat-it-karangahape-road-3.jpg\" alt=\"\" width=\"2336\" height=\"1652\" class=\"alignnone size-full wp-image-13631\" \/><\/p>\n<h3>Typography and tone: the voice of desire<\/h3>\n<p>\nThe \u201c<strong>EAT IT<\/strong>\u201d text dominates the space like a command. Bold, sans serif, compact. Its impact is intentional\u2014no embellishments, just strength. In a world of diluted messages, this campaign chooses brutal clarity.\n<\/p>\n<p>\nWhite on dark not only ensures visual contrast, but also reinforces the <strong>aesthetic of power<\/strong> at the heart of the concept. Every word feels forged in steel. No rhetoric\u2014just action. The message doesn\u2019t ask; it commands.\n<\/p>\n<p>\nThis direct tone carries through to the supporting copy\u2014short, sharp, with the punch of a <em>tagline<\/em>. \u201cSuccumb to Karangahape Road.\u201d The campaign turns a phrase into a mantra, an invitation into a dare.\n<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-motion-sickness-eat-it-karangahape-road-11.jpg\" alt=\"\" width=\"1000\" height=\"667\" class=\"alignnone size-full wp-image-13632\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-motion-sickness-eat-it-karangahape-road-8.jpg\" alt=\"\" width=\"2336\" height=\"1652\" class=\"alignnone size-full wp-image-13633\" \/><\/p>\n<h3>Photography and materials: where gourmet meets erotic<\/h3>\n<p>\nOne of the project\u2019s greatest strengths is its <strong>sensory fusion<\/strong>: the visual codes of food design intertwine with those of eroticism. A dripping strawberry becomes a symbol of desire; a glass of wine, a metaphor for surrender. Textures take center stage\u2014silk, skin, metal, liquid.\n<\/p>\n<p>\nObjects\u2014chains, heels, straps\u2014are woven into the food in subtle, symbolic ways. There\u2019s no visual shock\u2014just balance. Every detail is meticulously calculated to maintain the tension between pleasure and elegance.\n<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-motion-sickness-eat-it-karangahape-road-7.jpg\" alt=\"\" width=\"2336\" height=\"1652\" class=\"alignnone size-full wp-image-13634\" \/><\/p>\n<h3>Design as cultural activism<\/h3>\n<p>\nBeyond its aesthetics, <strong>EAT IT<\/strong> is an act of <strong>cultural representation<\/strong>. It doesn\u2019t try to \u201csanitize\u201d Karangahape Road\u2019s image, but to amplify it. It doesn\u2019t turn its queer, provocative identity into a product, but into <em>visual pride<\/em>.\n<\/p>\n<p>\nIn this sense, the campaign is a form of <strong>social design<\/strong>: it\u2019s not about pleasing, but about reflecting. The choice of BDSM as a visual metaphor is rooted in a long history of resistance and sexual freedom within New Zealand\u2019s community.\n<\/p>\n<p>\nEAT IT doesn\u2019t sell food\u2014it sells <strong>a way of living and desiring<\/strong>. This is graphic design at its purest: visual communication with ideological and emotional substance.\n<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-motion-sickness-eat-it-karangahape-road-13.jpg\" alt=\"\" width=\"650\" height=\"813\" class=\"alignnone size-full wp-image-13635\" \/><\/p>\n<h3>Reception and reviews<\/h3>\n<p>\nThe <em>Designers Institute of New Zealand<\/em> judges described it as:<br \/>\n<em>\u201cAn outrageously provocative invitation to K-Rd. So simple. So direct. Undeniably K-Rd in its attitude.\u201d<\/em><br \/>\nA verdict that perfectly captures the project\u2019s essence: provocation with purpose.\n<\/p>\n<p>\nHere, provocation is never gratuitous. Eroticism isn\u2019t an accessory\u2014it\u2019s the most honest language for a place where sensuality and diversity have always been at the heart of its identity.\n<\/p>\n<p>\nThe campaign was widely discussed in the media and on social networks for its boldness and elegance, becoming a <strong>benchmark for contemporary urban communication<\/strong>. Above all, it\u2019s an example of how the aesthetics of pleasure can also be a tool for inclusion.\n<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-motion-sickness-eat-it-karangahape-road-12.jpg\" alt=\"\" width=\"650\" height=\"610\" class=\"alignnone size-full wp-image-13636\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/Artboard-13Best-0-2344-0-1652.jpg\" alt=\"\" width=\"2337\" height=\"1652\" class=\"alignnone size-full wp-image-13637\" \/><\/p>\n<h3>A lesson in identity and visual coherence<\/h3>\n<p>\nWhat makes <strong>EAT IT<\/strong> truly great isn\u2019t just its flawless art direction, but its <strong>absolute coherence<\/strong>. Every visual element, every texture, every word serves a single idea: pleasure needs no justification.\n<\/p>\n<p>\nThat narrative coherence is what transforms a simple campaign into a <strong>work of cultural identity<\/strong>. Design stops being a vehicle and becomes the protagonist\u2014capable of moving, challenging, and representing.\n<\/p>\n<h2>Conclusion: design that dares to be hungry<\/h2>\n<p>\n<em>EAT IT<\/em> isn\u2019t just a celebration of food\u2014it\u2019s a celebration of desire. Graphic design becomes visual poetry, a political gesture, a declaration of aesthetic independence. In an industry saturated with safe, predictable branding, Motion Sickness reminds us that design can be both subversive and sophisticated.\n<\/p>\n<p>\nThat\u2019s why, at <strong>Code Barcelona<\/strong>, we\u2019ve chosen it as our <strong>featured graphic design of the week<\/strong>: because it reminds us that <strong>design isn\u2019t just communication\u2014it\u2019s a way of feeling<\/strong>.\n<\/p>\n<p>\nAnd because sometimes, the bravest thing a brand can do is look to its neighborhood, its history, and its desires\u2014and dare to say, without fear: <strong>EAT IT.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Motion Sickness celebrates the provocation, sexuality, and cultural identity of Karangahape Road in a campaign that turns desire into visual language Every week at Code Barcelona, we look for a project that stands out not just for its beauty, but for its attitude. EAT IT is exactly that: a visual explosion that pushes the boundaries [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2246,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[210,134],"class_list":["post-19815","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inspiracio","category-disseny-grafic"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Featured Graphic Design of the Week: EAT IT \u2014 When Design Dares to Be Hungry - Code Barcelona<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/codewebbarcelona.com\/en\/blog\/featured-graphic-design-eat-it-bold-design\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Featured Graphic Design of the Week: EAT IT \u2014 When Design Dares to Be Hungry - Code Barcelona\" \/>\n<meta property=\"og:description\" content=\"Motion Sickness celebrates the provocation, sexuality, and cultural identity of Karangahape Road in a campaign that turns desire into visual language Every week at Code Barcelona, we look for a project that stands out not just for its beauty, but for its attitude. 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