CONCEPT / BRANDING / WEB / PACKAGING
For my senior project I decided to focus on a topic I have been passionate about for quite some time now. I wanted to raise awareness about the harmful environmental effects of our country’s meat production in Concentrated Animal Feeding Operations (CAFO), better known as factory farms.
Proteins are the most essential part of our diet, and they’re the building blocks of life. The highest-protein foods are meats, but the problem is, we don’t know the quality of the meat we consume and the impact it has on the ecosystem. Ninety percent of consumer meats come from factory farms, which contribute to many environmental problems such as soil and water contamination, greenhouse gas emission, straining of our natural resources and overuse of antibiotics.
My solution to this problem is a campaign to raise awareness. The goal of this campaign is to create a demand for sustainable meat that is good for the environment and the lives of animals and humans. The basic idea is that the campaign will partner with farms that meet the high standards of sustainable meat production. The campaign will provide interactive meat packaging to these farms to promote their sustainable meat to consumers.
The main component of the campaign is interactive meat packaging. Farms that meet the standards of the campaign will be provided with this packaging. The interactivity will be made possible by NFC tags which, when triggered by consumers’ phones, will inform them about what farm the meat is from and what its certifications mean.
