Project Zero
Eating less meat is one of the most effective ways each of us can stop global warming. Right now, plant-based options can feel like untrustworthy imitations of meat that are exclusive to vegetarians and vegans.
If designers use a different rhetorical strategy to excite people about a low carbon lifestyle, people will prioritise faster action from our leaders. Project Zero was my way to explore this change in rhetoric.
Every aspect of the visual identity is designed to defy expectations and intrigue meat-eaters.
It adds local ingredients into a jar and gets people to make the meat themselves. Just bring some beetroot, onion, and mushrooms. By having people make the plant-based meat themselves, it adds a sense of trust, transparency and achievement. It’s a brand new experience for meat eaters to expand their palette.
Project Zero makes it easy to add more plants to your diet with its Smart Recipe Service.
You can use a burger mix for more than burgers! The website learns your preferences over time and provides a wide variety of recipes to share with others. The water, land and pollution saved with every meal is shown in tangible terms.