This article focuses on design applied to food products made by culinary craftsmen. Concept of design is considered through the Applied Arts and Marketing. Two different approaches are proposed, namely: design as a creation process and design perceived by consumers. An empirical study has been led to evaluate consumers’ perception of two products jointly created by designers and craftsmen. The results show that culinary design must be explained to consumers otherwise it might be misunderstood. So, culinary design could be considered as a potential factor of territorial development for culinary craftsmen.