Naasson Food
Research work ends in code only sometimes. Other times the pull is toward a completely different domain — taste, quality, habits, logistics, the cold chain, and that particular feeling when a restaurant‑grade service comes together at home at honest prices, with a calm tone throughout.
About the project
Naasson Food was imagined as a seafood delivery with clear origin and an honest quality logic. We wanted the product to arrive fresh and the ordering process to stay calm and beautiful. Modest promises on the site, generous guarantees in the hands of the client. It was a living story: we gathered with friends, cooks and food technologists, bought seafood and cooked together with professional chefs. We ran experiments, produced technical cards, tried various dishes — baked oysters, toppings, berry pastries. We searched for the best recipes and wrote them down.
Project history
Three professional chefs, food technologists and several assistants joined the pilot. We worked with a broad map of seafood from the Russian Far East — oysters, crabs, shrimp, everything that can travel fresh and be prepared with professional plating. These were culinary gatherings: we cooked, recorded technical cards, photographed the process. We planned a large gallery of dish photography — so far the structure is laid out and the idea waits in the archive. The atmosphere carried its own character: wine, piano playing, a creative flow where an engineering mindset met culinary art. We did traveling tasting sessions with plating at venues of respected hosts. We pledged quality and wanted to prove it through the result.
Engineering approach
At the core sat the idea of an engineering approach to kitchen setup, recipes and delivery in proper condition. It is a techno‑project built on seafood, where every detail is calculated, every logistics error is accounted for, every technical card is verified. We wanted seafood delivery to work as a system: direct supply, quality control at every stage, a clear price carried through without layers of intermediaries. Ready dishes and plating, delivery experienced as an event. This is a project about discipline in the "non‑IT" world. A single logistics error destroys the whole product. Reputation is built with the very first delivery. Every detail — from transport temperature to serving time — lives inside a written regulation.
What we learned through this experiment
The project eventually paused, and we carry away plenty from it. We learned to think of the cold chain as a continuous system. We saw how real quality control takes shape in gastronomy. We built contacts with suppliers in the Far East. We assembled a library of technical cards that stays ready for the moment of return. The main gain: we tried ourselves in a completely different industry, and that experience makes us stronger in our core projects. The ability to launch a product in the physical world reshapes the view on launching a digital product.
Why the pause
In September 2022 mobilization began, and economic activity took on an unusual shape. We postponed the launch. The space was already rented and the renovation was planned. Serious investment was required in logistics, the cold chain and operations, and the conditions for such investment shifted. Today our focus is engineering research and our own IT projects. The groundwork, technical cards, supplier contacts and processes are carefully preserved, waiting for the day we return to the idea.
Status
Project is on hold. Contacts and processes are preserved, so a future return starts from a solid base. Brand strategy project about brand archetypes, brandbooks and strategies. Tools and research for creating strong brands.
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