{"id":530,"date":"2024-04-15T19:57:43","date_gmt":"2024-04-15T19:57:43","guid":{"rendered":"https:\/\/www.sarahriedmann.com\/?page_id=530"},"modified":"2024-04-17T18:49:22","modified_gmt":"2024-04-17T18:49:22","slug":"crafting-a-new-identity-brand-development-and-packaging-design","status":"publish","type":"page","link":"https:\/\/www.sarahriedmann.com\/index.php\/crafting-a-new-identity-brand-development-and-packaging-design\/","title":{"rendered":"Crafting a new identity"},"content":{"rendered":"\n<p><strong>CLIENT<br><\/strong><em>Odelune,&nbsp;<\/em>startup beauty product line, Los Angeles, CA<br>brand presentation pitch for Anthropologie<\/p>\n\n\n\n<p><strong>PROJECT DESCRIPTION<br><\/strong>Development of a new beauty product line including visual concept\/brand identity, logo, packaging design,&nbsp;copy writing; creation of a pitch deck slide show.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">CONCEPT 1:&nbsp;<em>POSTMODERN ALCHEMY<\/em><\/h3>\n\n\n\n<p><em>The ingredients of the world affect and change us in many more ways than we believe. Chemistry, ritual and spirituality all work together when it comes to how we treat our bodies. We long for the times when these disciplines were not as bluntly separated from each other. The times when magicians, artist, healers and medicine men all spoke the same language, used the same ingredients. Odelune is a an exercise of bringing all these essences of life together, infused with the knowledge of ancient bathing and beauty rituals. Odelune\u2019s visual language blurs the distinction between modern and antique. It collages elements from around the world and different time periods. It light-heartedly mimics the alchemy of its ingredients. It\u2019s playful, sensual, elegant, and surprising at the same time.<\/em><\/p>\n\n\n\t\t\t\t\t<div\n\t\t\t\t\t\tclass=\"wp-block-uagb-image-gallery uagb-block-7db1671d     \"\n\t\t\t\t\t\tstyle=\"\"\n\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"spectra-image-gallery spectra-image-gallery__layout--masonry spectra-image-gallery__layout--masonry-col-1 spectra-image-gallery__layout--masonry-col-tab-3 spectra-image-gallery__layout--masonry-col-mob-2\">\n\t\t\t\t\t\t\t\t\t\t\t<div class='spectra-image-gallery__media-wrapper--isotope'>\n\t\t\t\t\t\t\t<div class='spectra-image-gallery__media-wrapper' data-spectra-gallery-image-id='540'>\n\t\t\t\t\t\t\t<div class=\"spectra-image-gallery__media spectra-image-gallery__media--masonry\">\n\t\t\t\t<picture>\n\t\t\t\t\t<source media=\"(min-width: 1024px)\" srcset=\"https:\/\/www.sarahriedmann.com\/wp-content\/uploads\/2024\/04\/featured_odelune_b-1.jpg\">\n\t\t\t\t\t<source media=\"(min-width: 768px)\" srcset=\"https:\/\/www.sarahriedmann.com\/wp-content\/uploads\/2024\/04\/featured_odelune_b-1-1024x1024.jpg\">\n\t\t\t\t\t<img decoding=\"async\" class=\"spectra-image-gallery__media-thumbnail spectra-image-gallery__media-thumbnail--masonry\" src=\"https:\/\/www.sarahriedmann.com\/wp-content\/uploads\/2024\/04\/featured_odelune_b-1-300x300.jpg\" alt=\"\" loading=\"lazy\" \/>\n\t\t\t\t<\/picture>\n\t\t\t\t<div class=\"spectra-image-gallery__media-thumbnail-blurrer\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"spectra-image-gallery__media-thumbnail-caption-wrapper spectra-image-gallery__media-thumbnail-caption-wrapper--overlay\"><\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class='spectra-image-gallery__media-wrapper--isotope'>\n\t\t\t\t\t\t\t<div class='spectra-image-gallery__media-wrapper' data-spectra-gallery-image-id='532'>\n\t\t\t\t\t\t\t<div class=\"spectra-image-gallery__media spectra-image-gallery__media--masonry\">\n\t\t\t\t<picture>\n\t\t\t\t\t<source media=\"(min-width: 1024px)\" srcset=\"https:\/\/www.sarahriedmann.com\/wp-content\/uploads\/2024\/04\/featured_odelune2-1.jpg\">\n\t\t\t\t\t<source media=\"(min-width: 768px)\" srcset=\"https:\/\/www.sarahriedmann.com\/wp-content\/uploads\/2024\/04\/featured_odelune2-1-1024x1024.jpg\">\n\t\t\t\t\t<img decoding=\"async\" class=\"spectra-image-gallery__media-thumbnail spectra-image-gallery__media-thumbnail--masonry\" src=\"https:\/\/www.sarahriedmann.com\/wp-content\/uploads\/2024\/04\/featured_odelune2-1-300x300.jpg\" alt=\"\" loading=\"lazy\" \/>\n\t\t\t\t<\/picture>\n\t\t\t\t<div class=\"spectra-image-gallery__media-thumbnail-blurrer\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"spectra-image-gallery__media-thumbnail-caption-wrapper spectra-image-gallery__media-thumbnail-caption-wrapper--overlay\"><\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class='spectra-image-gallery__media-wrapper--isotope'>\n\t\t\t\t\t\t\t<div class='spectra-image-gallery__media-wrapper' data-spectra-gallery-image-id='537'>\n\t\t\t\t\t\t\t<div class=\"spectra-image-gallery__media spectra-image-gallery__media--masonry\">\n\t\t\t\t<picture>\n\t\t\t\t\t<source media=\"(min-width: 1024px)\" srcset=\"https:\/\/www.sarahriedmann.com\/wp-content\/uploads\/2024\/04\/ODELUNE_CONCEPT1_Logo1080.jpg\">\n\t\t\t\t\t<source media=\"(min-width: 768px)\" srcset=\"https:\/\/www.sarahriedmann.com\/wp-content\/uploads\/2024\/04\/ODELUNE_CONCEPT1_Logo1080-1024x576.jpg\">\n\t\t\t\t\t<img decoding=\"async\" class=\"spectra-image-gallery__media-thumbnail spectra-image-gallery__media-thumbnail--masonry\" src=\"https:\/\/www.sarahriedmann.com\/wp-content\/uploads\/2024\/04\/ODELUNE_CONCEPT1_Logo1080-300x169.jpg\" alt=\"\" loading=\"lazy\" \/>\n\t\t\t\t<\/picture>\n\t\t\t\t<div class=\"spectra-image-gallery__media-thumbnail-blurrer\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"spectra-image-gallery__media-thumbnail-caption-wrapper spectra-image-gallery__media-thumbnail-caption-wrapper--overlay\"><\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class='spectra-image-gallery__media-wrapper--isotope'>\n\t\t\t\t\t\t\t<div class='spectra-image-gallery__media-wrapper' data-spectra-gallery-image-id='535'>\n\t\t\t\t\t\t\t<div class=\"spectra-image-gallery__media spectra-image-gallery__media--masonry\">\n\t\t\t\t<picture>\n\t\t\t\t\t<source media=\"(min-width: 1024px)\" srcset=\"https:\/\/www.sarahriedmann.com\/wp-content\/uploads\/2024\/04\/ODELUNE_CONCEPT1_BagSOUTH.jpg\">\n\t\t\t\t\t<source media=\"(min-width: 768px)\" srcset=\"https:\/\/www.sarahriedmann.com\/wp-content\/uploads\/2024\/04\/ODELUNE_CONCEPT1_BagSOUTH-1024x576.jpg\">\n\t\t\t\t\t<img decoding=\"async\" class=\"spectra-image-gallery__media-thumbnail spectra-image-gallery__media-thumbnail--masonry\" src=\"https:\/\/www.sarahriedmann.com\/wp-content\/uploads\/2024\/04\/ODELUNE_CONCEPT1_BagSOUTH-300x169.jpg\" alt=\"\" loading=\"lazy\" \/>\n\t\t\t\t<\/picture>\n\t\t\t\t<div class=\"spectra-image-gallery__media-thumbnail-blurrer\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"spectra-image-gallery__media-thumbnail-caption-wrapper spectra-image-gallery__media-thumbnail-caption-wrapper--overlay\"><\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class='spectra-image-gallery__media-wrapper--isotope'>\n\t\t\t\t\t\t\t<div class='spectra-image-gallery__media-wrapper' data-spectra-gallery-image-id='538'>\n\t\t\t\t\t\t\t<div class=\"spectra-image-gallery__media spectra-image-gallery__media--masonry\">\n\t\t\t\t<picture>\n\t\t\t\t\t<source media=\"(min-width: 1024px)\" srcset=\"https:\/\/www.sarahriedmann.com\/wp-content\/uploads\/2024\/04\/ODELUNE_CONCEPT1_PackagingSOUTH.jpg\">\n\t\t\t\t\t<source media=\"(min-width: 768px)\" srcset=\"https:\/\/www.sarahriedmann.com\/wp-content\/uploads\/2024\/04\/ODELUNE_CONCEPT1_PackagingSOUTH-1024x576.jpg\">\n\t\t\t\t\t<img decoding=\"async\" class=\"spectra-image-gallery__media-thumbnail spectra-image-gallery__media-thumbnail--masonry\" src=\"https:\/\/www.sarahriedmann.com\/wp-content\/uploads\/2024\/04\/ODELUNE_CONCEPT1_PackagingSOUTH-300x169.jpg\" alt=\"\" loading=\"lazy\" \/>\n\t\t\t\t<\/picture>\n\t\t\t\t<div class=\"spectra-image-gallery__media-thumbnail-blurrer\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"spectra-image-gallery__media-thumbnail-caption-wrapper spectra-image-gallery__media-thumbnail-caption-wrapper--overlay\"><\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class='spectra-image-gallery__control-lightbox' tabindex='0'>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper spectra-image-gallery__control-lightbox--main\" dir=\"\">\n\t\t\t\t\t<div class=\"swiper-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<div class=\"swiper-slide\">\n\t\t\t\t\t\t\t\t<img class=\"swiper-lazy\" data-src=\"https:\/\/www.sarahriedmann.com\/wp-content\/uploads\/2024\/04\/featured_odelune_b-1.jpg\" alt=\"\"\/>\n\t\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader swiper-lazy-preloader-white\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<div class=\"swiper-slide\">\n\t\t\t\t\t\t\t\t<img class=\"swiper-lazy\" data-src=\"https:\/\/www.sarahriedmann.com\/wp-content\/uploads\/2024\/04\/featured_odelune2-1.jpg\" alt=\"\"\/>\n\t\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader swiper-lazy-preloader-white\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<div class=\"swiper-slide\">\n\t\t\t\t\t\t\t\t<img class=\"swiper-lazy\" data-src=\"https:\/\/www.sarahriedmann.com\/wp-content\/uploads\/2024\/04\/ODELUNE_CONCEPT1_Logo1080.jpg\" alt=\"\"\/>\n\t\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader swiper-lazy-preloader-white\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<div class=\"swiper-slide\">\n\t\t\t\t\t\t\t\t<img class=\"swiper-lazy\" data-src=\"https:\/\/www.sarahriedmann.com\/wp-content\/uploads\/2024\/04\/ODELUNE_CONCEPT1_BagSOUTH.jpg\" alt=\"\"\/>\n\t\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader swiper-lazy-preloader-white\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<div class=\"swiper-slide\">\n\t\t\t\t\t\t\t\t<img class=\"swiper-lazy\" data-src=\"https:\/\/www.sarahriedmann.com\/wp-content\/uploads\/2024\/04\/ODELUNE_CONCEPT1_PackagingSOUTH.jpg\" alt=\"\"\/>\n\t\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader swiper-lazy-preloader-white\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"swiper-button-next\"><\/div>\n\t\t\t\t\t<div class=\"swiper-button-prev\"><\/div>\n\t\t\t\t<\/div>\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<button class='spectra-image-gallery__control-lightbox--close'>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 320 512\"><path d=\"M310.6 361.4c12.5 12.5 12.5 32.75 0 45.25C304.4 412.9 296.2 416 288 416s-16.38-3.125-22.62-9.375L160 301.3L54.63 406.6C48.38 412.9 40.19 416 32 416S15.63 412.9 9.375 406.6c-12.5-12.5-12.5-32.75 0-45.25l105.4-105.4L9.375 150.6c-12.5-12.5-12.5-32.75 0-45.25s32.75-12.5 45.25 0L160 210.8l105.4-105.4c12.5-12.5 32.75-12.5 45.25 0s12.5 32.75 0 45.25l-105.4 105.4L310.6 361.4z\"><\/path><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/button>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">CONCEPT 2:&nbsp;<em>OUR WORLD OF BEAUTY<\/em><\/h3>\n\n\n\n<p><em>Odelune presents products with ingredients related to bathing and beauty traditions of different cultures from the \u201c4 corners\u201d of the world. North, East, South, West. Differences are not distinct. Cultures and traditions transition geographically. They blend into each other, inspire each other, and are creating \u201cour world of beauty\u201d.<\/em><\/p>\n\n\n\n<p><em>Visually the four directions are represented by patterns and colors related to cultures and traditions of each part of the world. They intersect. Are separate and one. It\u2019s beautiful, elegant, poetic, harmonious.<\/em><\/p>\n\n\n\t\t\t\t\t<div\n\t\t\t\t\t\tclass=\"wp-block-uagb-image-gallery uagb-block-d6874108     \"\n\t\t\t\t\t\tstyle=\"\"\n\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"spectra-image-gallery spectra-image-gallery__layout--masonry spectra-image-gallery__layout--masonry-col-1 spectra-image-gallery__layout--masonry-col-tab-3 spectra-image-gallery__layout--masonry-col-mob-2\">\n\t\t\t\t\t\t\t\t\t\t\t<div class='spectra-image-gallery__media-wrapper--isotope'>\n\t\t\t\t\t\t\t<div class='spectra-image-gallery__media-wrapper' data-spectra-gallery-image-id='542'>\n\t\t\t\t\t\t\t<div class=\"spectra-image-gallery__media spectra-image-gallery__media--masonry\">\n\t\t\t\t<picture>\n\t\t\t\t\t<source media=\"(min-width: 1024px)\" srcset=\"https:\/\/www.sarahriedmann.com\/wp-content\/uploads\/2024\/04\/ODELUNE_CONCEPT2_logo.jpg\">\n\t\t\t\t\t<source media=\"(min-width: 768px)\" srcset=\"https:\/\/www.sarahriedmann.com\/wp-content\/uploads\/2024\/04\/ODELUNE_CONCEPT2_logo-1024x576.jpg\">\n\t\t\t\t\t<img decoding=\"async\" class=\"spectra-image-gallery__media-thumbnail spectra-image-gallery__media-thumbnail--masonry\" src=\"https:\/\/www.sarahriedmann.com\/wp-content\/uploads\/2024\/04\/ODELUNE_CONCEPT2_logo-300x169.jpg\" alt=\"\" loading=\"lazy\" \/>\n\t\t\t\t<\/picture>\n\t\t\t\t<div class=\"spectra-image-gallery__media-thumbnail-blurrer\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"spectra-image-gallery__media-thumbnail-caption-wrapper spectra-image-gallery__media-thumbnail-caption-wrapper--overlay\"><\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class='spectra-image-gallery__media-wrapper--isotope'>\n\t\t\t\t\t\t\t<div class='spectra-image-gallery__media-wrapper' data-spectra-gallery-image-id='541'>\n\t\t\t\t\t\t\t<div class=\"spectra-image-gallery__media spectra-image-gallery__media--masonry\">\n\t\t\t\t<picture>\n\t\t\t\t\t<source media=\"(min-width: 1024px)\" srcset=\"https:\/\/www.sarahriedmann.com\/wp-content\/uploads\/2024\/04\/ODELUNE_CONCEPT2_bag.jpg\">\n\t\t\t\t\t<source media=\"(min-width: 768px)\" srcset=\"https:\/\/www.sarahriedmann.com\/wp-content\/uploads\/2024\/04\/ODELUNE_CONCEPT2_bag-1024x576.jpg\">\n\t\t\t\t\t<img decoding=\"async\" class=\"spectra-image-gallery__media-thumbnail spectra-image-gallery__media-thumbnail--masonry\" src=\"https:\/\/www.sarahriedmann.com\/wp-content\/uploads\/2024\/04\/ODELUNE_CONCEPT2_bag-300x169.jpg\" alt=\"\" loading=\"lazy\" \/>\n\t\t\t\t<\/picture>\n\t\t\t\t<div class=\"spectra-image-gallery__media-thumbnail-blurrer\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"spectra-image-gallery__media-thumbnail-caption-wrapper spectra-image-gallery__media-thumbnail-caption-wrapper--overlay\"><\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class='spectra-image-gallery__media-wrapper--isotope'>\n\t\t\t\t\t\t\t<div class='spectra-image-gallery__media-wrapper' data-spectra-gallery-image-id='545'>\n\t\t\t\t\t\t\t<div class=\"spectra-image-gallery__media spectra-image-gallery__media--masonry\">\n\t\t\t\t<picture>\n\t\t\t\t\t<source media=\"(min-width: 1024px)\" srcset=\"https:\/\/www.sarahriedmann.com\/wp-content\/uploads\/2024\/04\/ODELUNE_CONCEPT2_Products1080NESW.jpg\">\n\t\t\t\t\t<source media=\"(min-width: 768px)\" srcset=\"https:\/\/www.sarahriedmann.com\/wp-content\/uploads\/2024\/04\/ODELUNE_CONCEPT2_Products1080NESW-1024x576.jpg\">\n\t\t\t\t\t<img decoding=\"async\" class=\"spectra-image-gallery__media-thumbnail spectra-image-gallery__media-thumbnail--masonry\" src=\"https:\/\/www.sarahriedmann.com\/wp-content\/uploads\/2024\/04\/ODELUNE_CONCEPT2_Products1080NESW-300x169.jpg\" alt=\"\" loading=\"lazy\" \/>\n\t\t\t\t<\/picture>\n\t\t\t\t<div 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href=\"https:\/\/www.sarahriedmann.com\/index.php\/a-theater-expanding-its-cultural-impact\/\" target=\"_blank\" aria-label=\"&gt; (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">><\/a><\/h2><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>CLIENTOdelune,&nbsp;startup beauty product line, Los Angeles, CAbrand presentation pitch for Anthropologie PROJECT DESCRIPTIONDevelopment of a new beauty product line including visual concept\/brand identity, logo, packaging design,&nbsp;copy writing; creation of a pitch deck slide show. CONCEPT 1:&nbsp;POSTMODERN ALCHEMY The ingredients of the world affect and change us in many more ways than we believe. Chemistry, ritual [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_editorskit_title_hidden":false,"_editorskit_reading_time":0,"_editorskit_is_block_options_detached":false,"_editorskit_block_options_position":"{}","_uag_custom_page_level_css":"","footnotes":""},"uagb_featured_image_src":{"full":false,"thumbnail":false,"medium":false,"medium_large":false,"large":false,"1536x1536":false,"2048x2048":false},"uagb_author_info":{"display_name":"Sarah Riedmann","author_link":"https:\/\/www.sarahriedmann.com\/index.php\/author\/sarahlerina\/"},"uagb_comment_info":0,"uagb_excerpt":"CLIENTOdelune,&nbsp;startup beauty product line, Los Angeles, CAbrand presentation pitch for Anthropologie PROJECT DESCRIPTIONDevelopment of a new beauty product line including visual concept\/brand identity, logo, packaging design,&nbsp;copy writing; creation of a pitch deck slide show. CONCEPT 1:&nbsp;POSTMODERN ALCHEMY The ingredients of the world affect and change us in many more ways than we believe. 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