GR620 Food Waste

ZERO WASTE Reducing Food Waste At Home

Roughly one-third of the food produced in the world for human consumption every year—approximately 1.3 billion tons—gets wasted. About 94 percent of the food we throw away ends up in landfills or combustion facilities. I want to inspire consumers to waste less food at home and encourage people to lead a more environmentally sustainable lifestyle.

Feishi Yu (Leo) 04681881 GR 620 OL1: Visual Thinking (Summer 2019)

01

Concept Development Creative Brief A summary of the project's background, audience, goals and keywords.

Personas A representative example of a brand's target audience, the focus and traits of a particular group.

Mood Board Development The mood board created from keywords is the inspiration for future design and conveys the feeling of the project.

GR 620 OL1: Visual Thinking (Summer 2019)

Feishi Yu (Leo) 04681881

Creative Brief Background: Roughly one-third of the food produced in the world for human consumption every year—approximately 1.3 billion tons—gets wasted. When we throw away food, we’re throwing away all the water, energy, land and more that went into producing it. We’re creating more methane pollution when it rots away in a landfill.

Objective: I want to inspire consumers to waste less food at home and encourage people to lead a more environmentally sustainable lifestyle.

Single Minded Proposition: Target audience: People who want to support reducing food waste, saving the rest of the food, and having a more environmentally sustainable lifestyle.

Jared: Losing

Annie: 100%

Fiona: Gaining

Jared buys a lot of food every time when he goes to the supermarket. His food is always perishable because he doesn't know how to keep them properly. He never cares about how much food is thrown away every day.

Since Annie understands the problem of food waste, she has begun to change her habits. She begins to purchase food in a planned manner and cleans the refrigerator regularly. When she has extra food, she will donate to people in need. This kind of life is environmentally and saves money. She enjoys it.

Fiona likes to buy food at Costco, which is big and cheap. But she often wastes a lot of food because she doesn't know how to save and cook. She feels guilty when she throws away the bad food. She doesn't want to waste food but doesn't know what to do.

Waste less and save more.

Keywords: Educational: Food waste is a serious problem, and we need to communicate knowledge and strategies about food waste so that people can recognize and value it.

Friendly: Communicate topic with original graphics and style, giving people a natural and friendly feel. This is good to arouse people's sense of identity.

Reduced: Reduce food waste and change our lives in a simple and easy way. Our small behavior will have a big impact.

Other Keywords: Long-term Promising Inspire

Comprehensive Helpful Lifestyle

Impacful Natural Continuable

Organized Tendency Serious

GR 620 OL1: Visual Thinking (Summer 2019)

Feishi Yu (Leo) 04681881

Creative Brief Deliverables: Poster Series:

Mobile App:

A series of three posters attract people attention through intense visual effects, thus paying attention to the problem of food waste. The poster uses three groups of the most wasteful food as background, hoping to resonate with people.

People can use the app to save a list of meals and ingredients they eat to help people easily choose and shop. People can also record the food they buy, and the app will automatically match those to form new recipes so people can cook easily. · 8 screens

Printed Booklet:

Exhibition & Conference:

The booklet is good for offering a lot of information about food waste, which can include the current state of food waste and impacts, making people aware of the seriousness of the problem and joining us. It also provides people with the knowledge to reduce food waste. To be distributed on the street and our event.

It can help people learn and practice. Through this event, people can learn more about food waste and provide their extra food to help others. Increasing people's awareness of environmental protection.

· 8x11in · 7 spreads and cover

· Ticket · Graphic walls · Z-fold · Billboard · Conference Slide Content

GR 620 OL1: Visual Thinking (Summer 2019)

Feishi Yu (Leo) 04681881

Personas Persona 1 Traits: She has a budget for food because her family is not wealthy and her tuition and the financial burden of tuition and books are heavy.

She will regularly tidy up the refrigerator because she can check the rotting food and the remaining food in time.

She has a compost bin in her backyard to put discarded food to good use and also contribute to the growth of plants in the yard.

She volunteered at the food bank to help the warehouse distribute food.

Because she understood the concept of food bank, she wanted to contrib ute her strength.

Annie

She donates extra food to the food bank every week because she wants to help more hungry people.

She cooks very well because she loves cooking and likes to try new recipes.

Gender: Female Age: 19 Occupation: College student Income: No

She has a slight obsessive-compulsive disorder and she likes to make a plan for everything.

GR 620 OL1: Visual Thinking (Summer 2019)

Feishi Yu (Leo) 04681881

Personas Persona 2 Traits: He will buy a lot of food when he goes to the supermarket because he never makes a shopping list.

He always throws away a lot of food because he only judges if the food fresh from the expiration date.

His food always goes bad because he doesn't know how to keep it properly.

He likes to have parties with friends at home, and there is a lot of food left at the end of each party.

His parents always give him a lot of pocket money because they always want to make him to be happy.

Jared

He often eats out, but he doesn't like to take home the rest of the food.

He can't accept ugly fruits and vegetables, so he always spends more money

Gender: Male Age: 26 Occupation: Graduate student Income: $1,200 per month, from parents

on perfect fruits and vegetables.

GR 620 OL1: Visual Thinking (Summer 2019)

Feishi Yu (Leo) 04681881

Personas Persona 2 Traits: She likes to buy food at Costco because she wants to save money.

She doesn't have time to clean up and sort out the refrigerator, so she feels guilty when she throws away food.

She doesn't like to eat out because restaurants always serve too much food she can't finish it.

She doesn't want to waste food, but she doesn't know how to deal with the food that is going to rot.

She always eats leftovers because she doesn't know how to control how much she cooks.

Fiona

She wants to improve her cooking skills, so she uses better ingredients.

She wants to develop the habit of writing a plan because she wants to be

Gender: Female Age: 45 Occupation: Postal Clerk Jobs Income: $49,000 per year

more efficient.

GR 620 OL1: Visual Thinking (Summer 2019)

Feishi Yu (Leo) 04681881

GR 620 OL1: Visual Thinking (Summer 2019) GR620 620OL1: OL1:Visual VisualThinking Thinking(Summer (Summer2019) 2019) GR

Feishi Yu (Leo) 04681881 FeishiYu Yu(Leo) (Leo)04681881 04681881 Feishi

Moodboard Development

First Moodboards First Moodboards First Moodboards Initial Moodboards Positive: Positive: Positive: Positive:

Natural: Natural: Natural: Natural:

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Powerful: Powerful: Powerful: Powerful:

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GR 620 OL1: Visual Thinking (Summer 2019)

Moodboard Development Final Moodboard: Educational

Feishi Yu (Leo) 04681881

02

Brand Development Logo Development By developing various solutions, identify the final logo that represents the whole project.

Annotated Visual System Summarize the typefaces, images, colors and graphic elements in the design.

GR 620 OL1: Visual Thinking (Summer 2019)

Feishi Yu (Leo) 04681881

Logo Development Logo Sketches

Zero Waste Zero Waste Zero Waste

GR 620 OL1: Visual Thinking (Summer 2019)

Logo Development Final Logo

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GR 620 OL1: Visual Thinking (Summer 2019)

Feishi Yu (Leo) 04681881

Annotated Visual System: Logo

Color Elements

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Cambria Bold Call-to-action

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Images

Fruits and vegetables are the most wasteful food group, followed by meat. Through three sets of main foods to remind people that food waste is going on in our home, it not only causes us to waste money but also brings great harm to our environment.

Illustration Elements

Circle lines and circle are overlaid on the image to create a decorative effect. The circular line echoes the brand logo and maintains a visual unity. The circle graphic element gives a friendly feeling.

03

Deliverables Poster Series Three poster series for displaying and promoting brands in public places.

Printed Booklet A booklet that helps people understand the status, impacts, and measures of food waste.

Mobile App This is an application that helps people maximize the use of foods and reduce food waste.

Exhibition & Conference People can walk around in the exhibition area and listen to conference lecture about food waste.

GR 620 OL1: Visual Thinking (Summer 2019)

Feishi Yu (Leo) 04681881

Poster Development

Join us! We reduce food waste together and get a more environmentally sustainable lifestyle.

Join us! We reduce food waste together and get a more environmentally sustainable lifestyle.

Join us! We reduce food waste together and get a more environmentally sustainable lifestyle.

Join us! We reduce food waste together and get a more environmentally sustainable lifestyle.

Join us! We reduce food waste together and get a more environmentally sustainable lifestyle.

Join us! We reduce food waste together and get a more environmentally sustainable lifestyle.

Join us! We reduce food waste together and get a more environmentally sustainable lifestyle.

Join us! We reduce food waste together and get a more environmentally sustainable lifestyle.

Join us! We reduce food waste together and get a more environmentally sustainable lifestyle.

GR 620 OL1: Visual Thinking (Summer 2019)

Poster Series

Feishi Yu (Leo) 04681881

GR 620 OL1: Visual Thinking (Summer 2019)

Poster Series

Feishi Yu (Leo) 04681881

GR 620 OL1: Visual Thinking (Summer 2019)

Poster Series

Feishi Yu (Leo) 04681881

GR 620 OL1: Visual Thinking (Summer 2019)

Poster Series

Feishi Yu (Leo) 04681881

GR 620 OL1: Visual Thinking (Summer 2019)

Poster Series

Feishi Yu (Leo) 04681881

GR 620 OL1: Visual Thinking (Summer 2019)

Deliverable 1: Printed Booklet

Feishi Yu (Leo) 04681881

GR 620 OL1: Visual Thinking (Summer 2019)

Deliverable 1: Printed Booklet

Feishi Yu (Leo) 04681881

GR 620 OL1: Visual Thinking (Summer 2019)

Deliverable 1: Printed Booklet

Feishi Yu (Leo) 04681881

GR 620 OL1: Visual Thinking (Summer 2019)

Deliverable 2: Mobile App

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GR 620 OL1: Visual Thinking (Summer 2019)

Feishi Yu (Leo) 04681881

Deliverable 2: Mobile App

Opening page

Register your account

GR 620 OL1: Visual Thinking (Summer 2019)

Feishi Yu (Leo) 04681881

Deliverable 2: Mobile App

This app has three main functions.

Select the hamburger button to see the main features and set up the account.

GR 620 OL1: Visual Thinking (Summer 2019)

Feishi Yu (Leo) 04681881

Deliverable 2: Mobile App

When you buy some new food, you can record it in the app. First choose the time of purchase.

Then choose the food you buy, and we have a rich list of foods.

GR 620 OL1: Visual Thinking (Summer 2019)

Feishi Yu (Leo) 04681881

Deliverable 2: Mobile App

With the food you recorded, the app will automatically match the appropriate recipe. Help people maximize the use of ingredients and avoid food waste.

Choose the recipe you like, and the ingredients list will show what you already have and what you need to buy. This helps people to buy food reasonably.

GR 620 OL1: Visual Thinking (Summer 2019)

Deliverable 3: Exhibition & Conference Graphic Wall

Feishi Yu (Leo) 04681881

GR 620 OL1: Visual Thinking (Summer 2019)

Deliverable 3: Exhibition & Conference Graphic Wall

Feishi Yu (Leo) 04681881

GR 620 OL1: Visual Thinking (Summer 2019)

Deliverable 3: Exhibition & Conference Graphic Wall

Feishi Yu (Leo) 04681881

GR 620 OL1: Visual Thinking (Summer 2019)

Deliverable 3: Exhibition & Conference Graphic Wall

Feishi Yu (Leo) 04681881

GR 620 OL1: Visual Thinking (Summer 2019)

Feishi Yu (Leo) 04681881

Deliverable 3: Exhibition & Conference Billboard

Reduce Food Waste At Home

Exhibition & Conference 2019 08/01—03 2:00pm

GR 620 OL1: Visual Thinking (Summer 2019)

Deliverable 3: Exhibition & Conference Ticket

Feishi Yu (Leo) 04681881

Reduce Food Waste At Home Exhibition & Conference 836#12

08/01-03, 2019, 2:00pm 900 Pennsylvania Avenue, San Francisco, CA 94107

900 Pennsylvania Avenue, San Francisco, CA 94107

SAVE MORE

THE CENTER SF WASTE LESS,

FDGUNM

GR 620 OL1: Visual Thinking (Summer 2019) Feishi Yu (Leo) 04681881

Deliverable 3: Exhibition & Conference Ticket

GR 620 OL1: Visual Thinking (Summer 2019)

Deliverable 3: Exhibition & Conference Conference

Feishi Yu (Leo) 04681881

GR 620 OL1: Visual Thinking (Summer 2019)

Deliverable 3: Exhibition & Conference Conference Slide Content

Feishi Yu (Leo) 04681881

GR 620 OL1: Visual Thinking (Summer 2019)

Deliverable 3: Exhibition & Conference Conference Slide Content

Feishi Yu (Leo) 04681881

GR 620 OL1: Visual Thinking (Summer 2019)

Deliverable 3: Exhibition & Conference Z-fold

Feishi Yu (Leo) 04681881

GR 620 OL1: Visual Thinking (Summer 2019)

Feishi Yu (Leo) 04681881

Deliverable 3: Exhibition & Conference Z-fold

Why are Americans throwing away 40% of the food we produce?

Bene�its of Reducing Wasted Food Saves money from buying less food.

Planning Tips Keep a running list of meals and their ingredients that your household already enjoys. That way, you can easily choose,

It’s hard to believe that, in a country where 40 million people face hunger every day, so much food could go uneaten. Yet, this is precisely what is happening — and we’re all partially to the

WAYS TO REDUCE WASTED FOOD

blame. Perfectly good food is being wasted at every

level of

the supply chain: on the farm, during distribution at

the store,

and in our homes. In addition to the enormous humanitarian cost, and our food waste epidemic is also an economic and environmental catastrophe.ReFed’s research shows that 43% of food wasted by weight – 27 million tons every year – occurs at home. In his book American Wasteland, author Jonathan Bloom

Reduces methane emissions from landfills and lowers your

Make your shopping list based on how many meals you’ll eat at Conserves energy and resources, preventing pollution involved (not to mention hauling the food waste and then landfilling it).

only the things needed for those meals. that would have otherwise gone to waste to those who might not

Include quantities on your shopping list noting how many meals

have a steady food supply.

you’ll make with each item to avoid overbuying. For example: salad greens - enough for two lunches.

Look in your refrigerator and cupboards first to avoid buying

$1,300-$2,200 for the average family

Poor transport infrastructure, loss owing to spoiling/bruising

DISTRIBUTION

Plan your meals for the week before you go shopping and buy

Supports your community by providing donated untouched food

beverages they buy. That’s a loss of somewhere between

FARM

home. Will you eat out this week? How often?

in the growing, manufacturing, transporting, and selling food

says that families throw out approximately 25% of the food and

Crop damaged during harvesting/ poor harvesting technique.

Out-grades at farm to improve the quality of produce

shop for and prepare meals.

carbon footprint.

food you already have, make a list each week of what needs to

Ways to Reduce Wasted Prep Tips

be used up and plan upcoming meals around it.

Storage Tips

Prepare perishable foods soon after shopping. It will be easier to

It is easy to overbuy or forget about fresh fruits and vegetables.

whip up meals or snacks later in the week, saving time, effort,

Store fruits and vegetables for maximum freshness; they’ll taste

and money.

better and last longer, helping you to eat more of them.

When you get home from the store, take the time to wash, dry,

Find out how to store fruits and vegetables so they stay fresh

chop, dice, slice, and place your fresh food items in clear storage

longer inside or outside your refrigerator.

containers for snacks and easy cooking.

FOOD STORE

Damage during transport: spoilage Poor handling in wet market Losses caused by lack of cooling/ cold storage

Freeze, preserve, or can surplus fruits and vegetables - especially Befriend your freezer and visit it often.

abundant seasonal produce.

Cut your time in the kitchen by preparing and freezing meals

Many fruits give off natural gases as they ripen, making other

ahead of time.

nearby produce spoil faster. Store bananas, apples, and tomatoes by themselves, and store fruits and vegetables in different bins.

Poor storage/stock management in homes.

Discarded before serving

HOME

Prepare and cook perishable items, then freeze them for use throughout the month.

Wait to wash berries until you want to eat them to prevent mold.

If you like to eat fruit at room temperature, but it should be stored in the refrigerator for maximum freshness, take what you’ll eat

Food is being wasted at every level of the supply chain

for the day out of the refrigerator in the morning.

GR 620 OL1: Visual Thinking (Summer 2019)

Credits Contents http://stopfoodwaste.org/ https://moveforhunger.org/about-food-waste/ https://toogoodtogo.co.uk/en-gb/movement https://www.goingzerowaste.com/blog/ways-to-avoid-waste https://olioex.com/food-waste/the-problem-of-food-waste/ https://www.greenhealthcare.ie/topics/food-waste/

Images https://unsplash.com/t/food-drink https://time.com/3842277/food-waste https://www.miarevista.es/consumo-trabajo https://floodbrothersdisposal.com/blog

Feishi Yu (Leo) 04681881

I hope that zero-waste can effectively help people reduce food waste at home. Join us and lead an environmentally sustainable lifestyle.