The first volume of Lévi-Strauss’s Mythologies, Le cru et le cuit (The Raw and the Cooked) was too lovely a title for us to pass up for Words Matter project. It describes natural oppositions that affect human way of thinking and the creation of abstract notions. It is also a wonderfully inspiring title from a designer’s point of view.
We chose a fairly direct approach of illustrating the titular opposition but initially we intended to use potatoes, as we already had a good experience, working with them (as you can see here). In fact, we prepared the whole set of letters:
But then we realized potatoes might not create the most exciting opposition between the raw and the cooked version. Instead we thought about beets, with their lovely color and we made a test run, frying a slice of beetroot with a letter X cut out in the middle. The result was very promising visually (if less so taste-wise) and so we sat down again to re-doing all the letters in the new material.
We opposed the two words not only by processing the second group of beets but also by making the first word a series of stamps and the second stencil cuts. Arranging the “cuit” part on an old-fashioned plate with garnish added the cultural aspect, so important in Lévi-Strauss’s studies.
For the back with the WM logo we could emphasize the opposition in a different way, using two halves of the same beetroot with the shapes being negatives of each other.