BFA+MFA 2022

Gayatri Maelathil

Kiwi: Vegetarianism and the Circular Food System

Graphic Design

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Vegetarianism is a sustainable solution for individuals to significantly impact the current environmental crisis. According to the United Nations, animal farming produces about 14.5% of global greenhouse gas emissions, and three-quarters of agricultural land is used for livestock or animal feed for human consumption. The impact is far greater with plant-based diets produced sustainably from a circular food system. It reduces biodiversity loss and greenhouse gas emissions and increases total food output and annual farmer profits. Influenced by the principles of the circular economy, which include elimination of waste and pollution, circulation of products and materials, and regeneration of nature, the circular food system generates ingredients with characteristics that are low impact, diverse, upcycled, and regeneratively produced. 

This project aims to speculate the inceptive standardization of the vegetarian experience to make life easier for those already part of the community and to also persuade those new to plant-based diets. Similarly, to normalize a nature-positive food system, this project conceptually informs and promotes plant rich-based food products integrating the circular principles with simplicity. To attract the youth, the change-makers, the project explores interactive and experiential digital applications with appealing, friendly branding, incorporating exciting colours, illustrations, and typography. An increasing shift to sustainably produced plant-based diets will lead to a massive reduction of human impact on the environment, protecting humanity from planetary exploitation and degradation.

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