Brief: A self-initiated brief to design a creative solution to reduce the amount of food being wasted in the consumer home.
Insight: People dont see waste until its waste, so the challenge is to intersect the period of time between the food being purchased, and the food being wasted.
Outcome: Food for Thought
A brand of fresh fruit and vegetables that are typically most vulnerable to being wasted, Food for Thought is designed to support consumers who want to reduce their food waste but don’t know how, and get people thinking about their food waste. The brand uses intelligent colour changing packaging that changes at the same rate as the food decays, giving consumers an accurate indication of the quality of their food, rather than mass produced ‘Best Before’ dates.
Insight: People dont see waste until its waste, so the challenge is to intersect the period of time between the food being purchased, and the food being wasted.
Outcome: Food for Thought
A brand of fresh fruit and vegetables that are typically most vulnerable to being wasted, Food for Thought is designed to support consumers who want to reduce their food waste but don’t know how, and get people thinking about their food waste. The brand uses intelligent colour changing packaging that changes at the same rate as the food decays, giving consumers an accurate indication of the quality of their food, rather than mass produced ‘Best Before’ dates.
Three-phase communication
This packaging technology allows the food to communicate with the consumer in three phases, alerting and warning them when the food is at risk of being wasted. Starting off appearing as completely ordinary packaging, the foods thought appear on front of pack. The aim is for the change in packaging design to catch the eye of the consumer from the fridge shelf to stop them forgetting about the food there. The fun, quirky and playful design engages with consumers and the light-hearted, conversational tone of voice is designed to amuse, emote and bond with consumers
Back of pack
Front and back of pack example, showcasing the brand communication and tone of voice. A small manifesto introducing the Food for Thought brand and explaining to the consumer how the packaging works to ensure safe eating.
Advertising: A print campaign advertising the brand. A series of playful, witty and pun-filled prints, communicating the brand tone and packaging concept through light-hearted humour to capture and engage the audience. The prints will appear on billboards, bus shelters and magazines.
