Project Overview

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Developed in response to a sustainability design brief, this project focuses on creating an impactful visual solution to encourage and support individuals, businesses, and communities in reducing food waste. The core deliverable is a conceptual publication designed to challenge perceptions and highlight the scale of food waste across the UK.

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The Solution & Print Production

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The final outcome is an editorial booklet engineered with sustainability at its core, designed to be printed entirely on various textures of recycled paper. By pairing hard-hitting facts and figures with a striking photographic concept—juxtaposing fresh food against wasted food—the publication creates a powerful visual metaphor that forces readers to confront the broader ecological problem.

 

The Design & Research Lifecycle

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This project represents an end-to-end creative exploration, utilizing a deep mixed-method approach:

• Deep Research & Discovery: Conducting extensive online and self-initiated field research to gather accurate UK food waste statistics.

• Concept Ideation & Art Direction: Developing the core visual theme and executing the primary photography to capture the contrast between fresh and wasted goods.

• Asset & Typography Design: Creating a custom suite of information icons and structured editorial grids to present complex data clearly.

• Process Documentation: Compiling a comprehensive development book that maps out the strategic design thinking, system iterations, and logic behind the final solution.