The Brinery is an at-home fermentation vessel that makes the process much simpler and more attractive to the mainstream. By beautifying fermentation, it aims to challenge common misconceptions associated with the process and accelerate its adoption as the next disruptive food movement.
Fermentation has three main benefits:
The first is probiotics, these are the micro-organisms that are crucial to our digestive and mental health. With the industry projected to grow to $65 billion by 2025, fermented foods are the most natural way to diversify your gut bacteria.
The second is food waste, we've fermented produce from broccoli to watermelon skins. Next time you buy a bunch of carrots and only use one - ferment the rest instead of throwing them away.
Finally, creativity. Some of the most distinct cultural foods around the world (think kimchi, blue cheese, labneh) are all fermented. We want users to experiment and create unique food products that do not yet exist!
The Brinery tackles several issues associated with current fermentation techniques in a visually appealling design.
The bulbous shape magnifies what's happening inside while the cap stops vegetables from floating above the brine and allows carbon dioxide out without letting oxygen in - both major issues that can result in ferments going bad.
LAUNCH STRATEGY: RE-EDUCATION
We realised along the way that fermentation needs to be rebranded in order to win people over. The general reaction we found at the beginning of the project was, "Ekh, fermentation?! That's gross!" So we thought, in order for The Brinery to appeal to a wider audience, we needed to re-educate the masses on the magic of fermentation. To that end, we designed an experiential dining concept that involves three distinct design interactions: Taste, Transformation and Health.