Cambridge School of Art

Degree Show Website

Scott Woodcock
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Hi I’m Scott,

I am a multi-disciplinary graphic designer and problem solver. I enjoy collaborating with others and look forward to any creative challenge that is presented to me.

For my major project I wanted to use my knowledge and skills as a graphic designer to answer an important question that could potentially have an impact on the future of sustainability.

Would graphic design be able to convince people to move forward and accept such a bold and progressive step for a sustainable future with a Restaurant and Bar serving only genetically modified foods?

Welcome to the Scientia Lab

Revolutionising the restaurant industry, The Scientia Lab is a new generation of sustainability on a commercial scale. This concept evolves around the production of In Vitro meat and its ability to be a strong, sustainable food source for the future. The concept is not designed to change how people eat, but open minds to a new style of dining and, through the use of graphic design, enhance the way in which such concept is perceived.

‘In Vitro meat’ is the idea of manufacturing meat through ‘tissue engineering’ technology. Cultured meat has financial, health, animal welfare and environmental advantages over traditional meat sources. Theoretically this process would be efficient enough to supply the global demand.

Throughout this concept I have developed the brand and the brand identity of The Scientia Lab, exploring into ways in which design can adapt people’s minds to a concept. I have created an experience through the presentation of the brand both on paper and digitally. To enhance the project further, I have developed a building concept to show how the idea will work, doing so allows a greater understanding to how the concept will be perceived from a customer perspective.

The Scientia Lab is designed to adopt the idea of In Vitro methods rather than trying to cover them up, therefore a science laboratory themed restaurant has been designed and developed. From the building itself to the glassware that people will drink from, everything is a considered decision which all adds up to create the experience and allow diners to taste the future of dining.

In addition, a menu has been developed that will adopt the use of In Vitro meat. The menu concept has not been revolutionised to the point of being an unrecognisable dining experiences; well-known, classic dishes are given a unique twist to enhance the experience and offer something that has not been offered before. Drinks – or ‘elixirs’ in the case of The Scientia Lab – have also been considered with great detail using classic contemporary cocktails and adding elements that will enhance the brand identity.


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