As convenience foods are becoming more popular in our daily lives, the environment and our health are suffering as a result. Dr Helen Eyles (Science Media Centre, 2014) states “Packaged foods, especially those which have undergone a lot of processing, tend to be high in adverse nutrients such as saturated fat, salt and sugar. In an ideal world we would all be eating predominantly whole, fresh, unprocessed foods. However, cost, convenience and other factors mean that packaged foods are often included in our diets.”
I have employed brand and package design to present a new meal system that consists of controlled portion sizes and organic wholefoods, to cater to the needs of busy health- conscious consumers. To understand this new method of building a meal I have established a graphic system to illustrate individual servings, their respective nutritional categories and that when melded together as a group, one wholesome meal is produced.
I was also concerned with developing a new graphic language to convey Meld’s brand values of honesty and natural goodness by addressing the use of ‘greenwashing’ that is typically used to imply ecologically friendly products. Consumer research studies state that consumers have grown wary of the conventional signifiers of sustainability and ‘health food’ promises (Miletic, 2008), which I have attended to with a concept that focuses on transparency and system.
Positioned as an independent convenience food market in metro city centres, Meld offers the best of two worlds, fast moving consumer good convenience and healthy wholefoods. It seeks to improve both consumer health and minimise environmental waste by reducing the quantity of food consumed and excess food disposed of. Meld promotes a healthy lifestyle inside and out.
Brand Identity & System
Whitecliffe College of Arts & Design
Bachelor of Fine Arts Graduate Exhibition