This project was the winning submission in a two week project with Dyson which was in collaboration with three of my classmates, Anna, Callum and Mairi.
The brief was to design an awareness campaign that introduces the Mimica ‘open-life’ lid type label to supermarket customers and explain the benefits of using this type of label. The Mimica label is a bioreactive food label that provides a true indication of when food has truly spoiled. Currently, use by dates on food tend to be over cautious - food is subject to different scenarios and temperature changes. The Mimica label reacts to these temperature changes, mimicking the food, so you can tell when the food has actually expired. By touching the label and sensing if it is bumpy, you know the food has spoiled.
Through rigorous research, brainstorming and refinement, as a team we devised a marketing strategy which speaks to the everyday supermarket visitor. A touch can be reactive. A touch can make a connection. A touch has power. By touching this Mimica label, the user is brought one touch closer to solving the problem of food waste. Our winning marketing strategy used a combination of this well considered language and finely crafted visual imagery to simplify the daunting issue of food waste. A visual style which has a warm, familiar and human tone carries the copy led campaign to the general public, illustrating how one small touch can make a big difference.
Many thanks to Chris Roberts, Matt Graham and Steve Key from Dyson for awarding us as the winning group for this submission.