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visual communication practice



Description of idea

Describe your idea and concept of your work in relation to the festival outlines:

In my poster, I've illustrated a square watermelon, which was first created in Japan by a farmer. Below the watermelon, Ive isolated one question- Watermelon?

Firstly, my idea deals with the social and ideological role of food in today's society. The square watermelon is priced at a whopping 83 USD. It is suposed to appeal to the elite fashion conscious. The shape completely breaks our notion of a watermelon (oval in shape), and has rendered the organic shape into something that is staccato.

Secondly, it deals with the concept of anti-food. Instead of satisfying the basic need and/or desire for hunger or taste, it represents how this innate purpose of food has been trivialised and given a superficial purpose instead.

Finally, it deals with the idea that food production has become highly regulated and centralised. The cubic shape of the new watermelon symbolises a sort of basic building block of production, construction or industrialisation. Thus, it looks regulated and unnatural, and has been treated more like a consumer product than a more organic item, that is food.

What kind of communication approach do you use?

I have used a simple question and attractive illustration to condense a complex idea into a simple representation.

What are in your opinion concrete benefits to the society because of your communication?

I feel that the greatest impact that my form of communication on people is that the simplicity will draw people toward it, and force them to think. This awareness is the root of any revolution, and is thus the most concrete benefit.

What did you personally learn from creating your submitted work?

I learned that people are willing to support a product as ridiculous as a square watermelon, especially after being priced exorbitantly. I also learned, through my research, and resultant discussions with peers and friends, that a majority of the youth today are unaware of the issues associated with food production.

Why is your work, GOOD communication WORK?

Because it is so simple, that it draws viewers towards it and builds intrigue.

Where and how do you intent do implement your work?

I intend to implement it at educational institutions all over U.A.E, and in supermarkets ideally next to the fruits and vegetables section.

Did your intervention had an effect on other Media. If yes, describe the effect? (Has other media reported on it- how? Were you able to change other media with your work- how?)



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Entry details





Concept author(s)

Natasha Koshy

Concept author year(s) of birth


Concept author(s) contribution

I illustrated the watermelon, came up with the idea and put it together on Indesign.


United Arab Emirates


Natasha Koshy

Designer(s) year(s) of birth


Designer(s) contribution

I illustrated the watermelon, came up with the idea and put it together on Indesign.


United Arab Emirates

Competition category

visual communication practice

Competition subcategory


Competition field


Competition subfield


Subfield description

American University of Sharjah, BSc in design management