Battle rations: Designer's version
Since October 7, 2023, Yael Cibulski has divided her time between her studies in SCE’s Department of Visual Communication and her extended military service. While in the field, she was repeatedly exposed to one of the items most identified with military service—battle rations. Rather than seeing them merely as a source of sustenance—presently, not particularly appealing—she chose them to be the objects of her final project, to redesign them, transforming them into experiences meant to boost the soldiers’ morale.
The project she conceived, “Operational,” suggests novel branding for I.D.F. battle rations from a design perspective that may also have a daily effect on small moments—especially during the reality of extended service in the field—by strengthening the sense of belonging and connection between the soldiers. Yael gave the packaging she designed a new visual identity, based on military jargon, humor and the culture shared by servicemen and reservists.
She created designs for: ‘nuclear humus’; ‘ballistic beans’; ‘stealth cracker crisps’; ‘goal-oriented black coffee’; and ‘tuna that swims in all sectors’. Her project transforms all the canned goods, the snacks, the napkins, and other components of the battle-ration kits into design elements with character and a story. The use of military typography, minimalistic icons, and jargon familiar to all who wear military uniforms (for example, “Forward! Charge!”), both during battles and meals—creates a dialogue between the routine in the field and moments with smiles, humanity, and respite.
Yael describes that the period since October 7th had been emotionally complex. “I was part of the Reserves system; all the while, it was clear to me that biggest goal was to bring our prisoners-of-war home. Sigal Perelman, my Mentor, who had also experienced significant military service, recognized my connection to the military world and suggested to me that I link my military experience to my final project. This gave birth to ‘Operational’. Together, we were able to transform my personal experience into a project using I.D.F. jargon, with the addition of humor and a smile, thus giving the soldiers the sense that they are seen.”
Sigal Perelman, Project Mentor: “This project deals with visual culture and collective identity. This design of battle rations relates to military jargon as a cultural asset. By using military jargon, unique typography and minimalistic icons, a novel visual language was created, supported by means of humor. The goal is not the humor—which is a well-known coping mechanism in Israeli society: a means of tension release; lifting the morale; creating a sense of belonging; and introducing small moments of humanity within the complex reality.”
