ABOUT

I chose this brief because it just made sense. Who wouldn’t want to change the world only changing one habit? Everyone would love to - we only need to find which habit we can easily change..

I went for a D&AD/WPP talk- workshop in the LCC and at that point I wasn’t so sure is this is the brief
I want to do. but after coming up
with great and creative ideas I started getting into it. one of the points
in the brief was to make the whole thing positive what sounded as a big challenge when we are talking about such a negative and lot of talked topic.

I created a seasonal food calendar that is made of organic handmade seed paper, which can be planted and will grow into different flowers after use, rather than discarded. The food calendar is made for the next year -2015 and can be put on your fridge as a daily reminder what local fruit and vegetables are currently in season.

I used paper with seeds so the calendar is fully reusable. The perfect version of the paper would have been that in each vegetable icon you would have the seed for the vegetable or fruit.

To grab consumers attention i have also created a selection of labels which could be used by food producers to show how far each item has traveled, raising awareness for the carbon footprint that is often involved with non-local produce.
The food label idea came from airplane tags, they are easy recognizable and sends the message.
The first idea was to put the produce that comes from father countries farther away so you would certainly see what is local and what is not.
A study by ACIS showed that if you would see the country of origin on the labels clearly you would choose local produce a lot more.