Limit Ultra
Processed Food

Delivered

Campain Name & Slogan
Brand identity
Brand Style Guide

Logo
Unique brand touch point
Guerrila Marketing Campaign
SoMe Posts 
Poster series
Bilboard
AI image prompting

About the project

In today’s fast-paced world, where convenience often dictates dietary choices, the “Limit Ultra Processed Foods” campaign emerges as a vital initiative. Specifically targeting parents of young children, the campaign aims to highlight the hidden dangers of ultra-processed foods in our daily diets and promote healthier eating habits for families.

Problem Statement:

The primary challenge addressed by the campaign is the pervasive consumption of ultra-processed foods among families, particularly those with young children. These foods, often high in sugar, fat, and sodium, contribute to increasing health risks such as childhood obesity and associated diseases. Parents, juggling busy schedules and inundated with misleading marketing, struggle to make informed food choices for their families. This issue is particularly acute in communities with limited access to nutritional education and healthy food options.

Strategy:

The strategy for the “Limit Ultra Processed Foods” campaign was tailored to schock, engage and educate parents. It involved creating visually interessting and easy-to-understand materials, such as informative stickers for food packaging and an impactful guerrilla marketing installation. The campaign utilized a blend of traditional and digital platforms, including social media, to reach parents where they are most active. The focus was on delivering clear, concise information that empowers parents to make healthier food choices for their children, fostering a future generation that is more aware and conscious of their dietary habits

Campain Name & Slogan

I crafted the campaign’s name and slogan, “Limit UPF” and “The Cost of Convenience,” through thorough brainstorming and research. I explored various ideas, eventually settling on these two, which highlight the hidden drawbacks of ultra-processed foods while advocating for a healthier approach. “Limit UPF” straightforwardly communicates the goal to reduce ultra-processed food intake, while “The Cost of Convenience” prompts reflection on the health implications of opting for convenience over nutrition. Together, they form a powerful message urging a shift in mindset and behavior.

Logo Design

The creation of the “Limit Ultra Processed Foods” campaign logo was a meticulous process, balancing strategic insights with creative flair.

  1. Inspiration and Research: I delved deep into concepts of limitation and health symbolism, gathering inspiration from diverse sources to inform my design direction.

  2. Conceptualization: Through sketching and experimentation, I crafted various logo ideas, refining them to achieve a harmonious balance of form and function.

  3. Refinement and Selection: After careful consideration, I chose a square design as a universal symbol of limitation, coupled with sleek typography to convey our message effectively.

  4. Strategic Adaptability: Ensuring versatility and scalability, the logo seamlessly integrates across various platforms, maintaining brand consistency while maximizing impact.

By blending creativity with strategic foresight, the logo encapsulates the essence of the campaign, urging action towards healthier dietary choices.

Campaign Planing & Execution

In designing the coffee packaging for Brodie’s Books, the goal was to balance luxury with environmental responsibility, leading to the choice of a metal tin for its eco-friendly and distinctive qualities. The design integrates the brand colors for consistency, with a focus on clear information hierarchy and a special logo variation for “Brodie’s Brews.” The packaging features the dragonfly illustration and hints of purple, aligning with the brand palette. This meticulous approach ensures the packaging is not only functional but also a faithful representation of the brand’s ethos.

Poster design

In developing the campaign visuals within tight budget and time limits, I strategically chose image prompting with AI, specifically Midjourney, to generate impactful imagery. This approach, although initially challenging, enabled the creation of powerful visuals that traditional methods might not have matched under similar constraints.

The refinement of these images in Photoshop, including the integration of key logos for credibility, and the careful selection of mockups, were all strategic choices aimed at enhancing the campaign’s message. This fusion of AI innovation with strategic design effectively communicated our message, showcasing the potential of modern technology in strategic communication.

Bilbord design

Designing the billboard for campaign, I selected the most impactful image based on feedback from fellow students and friends with children. This collaborative approach ensured the visual resonated with our target audience.

Using Photoshop, I expanded the chosen photograph of a father and kids to create space for the text, adding a dynamic gradient around the corners for visual interest. I then carefully selected realistic mockups to visualize the billboard in real-life settings, enhancing its relatability.

The text was a critical element; I reduced its quantity for clarity and readability, focusing on conveying the message succinctly.

Unique touchpoints

For the “Limit Ultra Processed Foods” campaign, I crafted two impactful touchpoints:

  1. Inclusive Food Packaging Stickers: Designed for broad comprehension, the stickers alert to high sodium, sugar, or fat levels and categorize foods by the NOVA classification. Aimed at aiding diverse audiences, including those with varying levels of education or socioeconomic backgrounds, in making informed choices. These stickers also align with the campaign’s visual identity.

  2. Guerrilla Marketing Installation: A striking statue of a child made from ultra-processed food wrappers, captioned “The Cost of Convenience,” was planned for a shopping mall to prompt reflection on dietary habits. After initial design challenges with Midjourney, DALL-E provided a more effective visualization, further refined in Photoshop for clarity and impact.

These elements were designed to provoke thought and discussion, enhancing public awareness and prompting informed decisions on ultra-processed foods, aligning closely with the campaign’s objectives.

SoMe Post