The Goal
To design a comprehensive campaign concept as part of an internal professional assessment, focused on reducing household food waste and promoting sustainable community habits across the borough.
The Strategy & Challenge
The core challenge was to design a visual voice that felt inspiring, friendly, and non-judgmental rather than restrictive or authoritative. The campaign needed to instantly communicate practical food-saving tips to a highly diverse population, overcoming language barriers through a clear, visual-first approach.
Brand & Execution
Identity & Naming: Established the memorable name "Wasteless Hackney" to clearly communicate purpose while using the borough’s name to foster an immediate sense of local pride and collective belonging.
Graphic Language: Centred the visual identity around an organic apple symbol, chosen for its strong cultural significance to British and London audiences. Used a handwritten typeface inside the apple to add a personal, relatable touch, helping to create a stronger bond with the audience.
Information Design & Iconography: Translated practical food-saving solutions into friendly, minimalist line-art illustrations. These clear visual guides bypassed language barriers, offering instant, actionable solutions for both residents and local businesses.
Campaign Messaging: Used warm, inclusive messaging like "Let’s recycle our food together." Incorporating words like “Let’s” and “Together” shifts the tone from a forced corporate rule to a shared community mission on posters and social media.
POSTER
SOCIAL MEDIA
