Licious

Licious came to us with an objective – Create content IPs (Intellectual Property) that could make food conversations more interesting, while giving the audience something beyond a typical food-focused format. The idea was to explore familiar psychology, anthropology, and pop-culture theories and use them as a lens to talk about food behaviour, particularly around meat.

Our most recent work for Licious included conceptualizing a series on Instagram where each episode starts with a theory people may already be familiar with and then connects it to a real food habit, ritual, dish, or cultural association. This gave us a way to make concepts like the Butterfly Effect, Ship of Theseus, FOMO, the Halo Effect, and the Scarcity Effect feel relatable through everyday food experiences.

The storytelling was designed to be simple, conversational, and easy to follow, with the theory doing the setup and the food story bringing it to life. The series was also built around a voice-only narrator, allowing the food, visuals, and storytelling to remain the focus rather than relying on an on-screen actor(s).