Crave Aid Concept for IDEO

Concept for skin patch to fight food cravings

Much like nicotine patches that allow wearers to wean themselves of cravings without enduring withdrawal symptoms, Crave Aid food patches are intended to be worn on the skin to allow us to experience the fantasy ingestion of unhealthy foods.

Our palettes are trained to desire foods that are high in sugar and fat content. We endure cravings for these foods that are so powerful they alter our moods and interfere with our body chemistry. Studies show that women can overcome sugar cravings if a drop of vanilla is worn on the wrist and sniffed when the craving starts.

Created as part of the “Value Meal” exhibition at the Design Bienale in St. Etienne, France, the Crave Aid food patches were an ironic take on a way to overcome cravings for unhealthy foods. The curators asked us to create a conceptual, engaging, and light-hearted piece that commented on the dangerous habit of consuming unhealthy food.

Our idea was to ironically present food cravings as a medical emergency and to engage visitors and foster dialogue by offering a take-away, which led to the emergency kit reference and the food patches dispensed from the modified emergency box. Reportedly, food patches were spotted on visitors to the Bienale all over town for a few days.

Project date: 2005