Homo Eatus
Communication theory in the field of design
Design is usually not a solitary activity. It is a social and collaborative process where people work together. Complex products are often created by teams, sometimes within one company, but more often across several companies in a supply chain.
Even when a designer works alone, communication still happens. They communicate with clients or other artists. Problems in communication can cause mistakes, delays, or even project failure.
Communication in design can involve many people or groups, like engineers, project teams, departments, companies, suppliers, or clients. We can use communication theory to analyze the dialogue between a designer, their work, and the audience. This involves applying key paradigms — like semiotic analysis of visuals and transactional models of interaction — as a set of tools. This allows us to diagnose communicative effectiveness, prevent interpretative gaps, and create designs that are both practice-oriented, persuasive, and creative.
Homo Eatus for a general audience
Homo Eatus is your pass to the world of real primitive fun in nature. We have created a brand for those who are tired of the hustle and bustle of the city and want to spend time with friends or family easily with pleasure.
Forget about boring and tedious hikes. With Homo Eatus, barbecues become a real adventure — a little wild and very-very tasty.
We believe that the best moments of life happen not in four walls, but outdoor. The taste of food cooked on the fire, the laughter of friends, the smell of smoke and meat — this is what makes us happy. Just take our products and go create your own wild fun.
Take a look at these fun Neanderthals! They know a thing or two about relaxing and are inviting you to join them.
You don’t have to spend time marinating meat, choping vegetables, or running away from mosquitos! We’ve carefully thought through everything you might need for a perfect getaway, from convenient and stylish grills and barbecues to practical dishes and accessories. Every item is designed to make your preparations easier and make your vacation as enjoyable and memorable as possible.
Join the Homo Eatus tribe!
Homo Eatus for a professional audience
Concept and relevance:
Homo Eatus specializes in producing picnic and barbecue products.We are reimagining the traditional concept of camping, turning it into a fun, primitive feast where everyone can connect with nature and feel free.
The tradition of eating outdoors is gradually fading among young people, especially in urban areas. It is becoming increasingly difficult for people to get out of the big cities and enjoy nature. We want our brand to be a reason to forget about routine and enjoy delicious food and socializing away from hustle and bustle.
Visual brand identity:
The palette is dominated by warm and rich shades that resonate with the brand’s overall mood. Yellow, orange, and pink colors stimulate the viewer’s appetite and create a festive and cozy atmosphere.
Our design transforms the usual rough and masculine image of a Neanderthal into a cheerful and kind cartoon character. The ancient man, who is associated with savagery in culture, does not repel customers on our posters, but rather encourages them to adopt the image of a Neanderthal enjoying life.
Communication theory as the basis
The course materials allowed us to look at our brand not just as a set of vivid images, but to present it as a structured and engaging project for both general and professional audiences.
The image of a prehistoric man simultaneously serves to maintain a dual concept of the face in society (positive and negative faces). On the one hand, it is a symbol of freedom, emotionality, energy, and strength — it meets the human need for self-expression and independence, for its negative face. On the other hand, we present our project as something that unites people, because the ancient man is inextricably linked to his tribe and is an important part of it, meeting the need for acceptance and a positive face in society. We convince people that our products will help them feel free, but not alone or misunderstood. So, we turned to some of the seven communication traditions.
The semiotic tradition allowed us to appeal to vivid and memorable images that could attract a new younger audience. Based on the above, we also had to consider them in the context of socio-cultural and socio-psychological traditions.
It is important to note the media skills that helped us. So, thanks to framing, we mentioned the increasing stress level in the audience environment and the need to reduce it. We emphasized that it can be achieved through our brand. The argumentation of a brand’s importance is an essential part of its presentation as a form of rhetorical art that can enhance its value in the eyes of consumers.
Material from the Communication Theory course (дата обращения 12.12.2025)
Человек сытый // HSEDESIGN URL: https://portfolio.hse.ru/Student/19820#177961_3991953 (дата обращения: 01.12.2025).
