Marmite
To turn haters into lovers, we partnered with the University College of London to develop a music track that is scientifically proven to make Marmite taste better. Drawing inspiration from cutting-edge scientific research on the profound influence of sound on our brains and its potential to redefine our taste preferences, Hypnobeat for Marmite emerges as a captivating concept. This revolutionary idea suggests that with just a computer-generated custom beat, one can undergo a mesmerizing transformation from a "Hater" to a "Lover" of Marmite, all within a matter of minutes.
Client: Marmite
Agency: AnalogFolk
Role: Design Lead
Embracing a nostalgic 1980s aesthetic, this experiential journey invites users to embark on a captivating series of questions, delving into their preferences concerning Marmite and other breakfast spreads. As their responses paint a vivid picture, the website conjures a hypnotic video accompanied by a bespoke track, strategically engineered to purportedly alter the user's initial disposition towards Marmite.
In an ingenious fusion of design and innovation, the interface draws inspiration from the iconic iO-808 synthesizer, intricately interwoven with subtle references to the iconic Marmite jar. The integration of material references, featuring prominent buttons and illuminated LED lights, imbues the entire experience with a delightful retro charm, creating a mesmerizing visual and auditory spectacle that captivates both ardent supporters and sceptics of the brand.
Guiding this groundbreaking project as the design lead, I collaborated seamlessly with the creative and tech teams, deftly transforming the initial concept into a fully responsive microsite for Marmite. The design's brilliance shines through as it effortlessly adapts to larger viewports, expertly dividing the screen into two sections. On the left, the hypnotic beat remains steadfast, ever-spinning, while the right side of the screen unfolds as a scrollable canvas, inviting users into a captivating journey of culinary reevaluation.
