Background: In my bachelor's thesis I encountered the issue that dogs, due to their carnivorous diet, contribute significantly to today's meat industry. An industry which already accounts for 15% of the world's total greenhouse gas emissions. Insects as an alternative protein have 94% lower environmental impact than traditional meat-based feed and are also a more resource-efficient option. My bachelor's thesis can be read here!
Problem: The issues identified in my paper were that awareness of the environmental impact of dog food needs to be increased among dog owners. More sustainable, locally produced alternatives also need to be made available in the Swedish dog food market.
Solution: I developed the brand Imago, offering environmentally friendly dog food made from Swedish mealworms and local ingredients. Through circular design, the brand aims to make it easier for dog owners to make more sustainable choices. Imago's message is that even dogs have the power to contribute to a sustainable future and make a positive pawprint on the climate.
Strategies: I navigated through an ideation phase, prototype phase, and design phase with a focus on circular design and user-friendliness. The goal was to create a packaging solution that is capable of fitting into a circular recycling system while minimizing the use of plastic. The construction has been designed to be easily compressed, opening up possibilities for reuse. The design was inspired by the choice of corrugated cardboard, connected with posters and climate demonstrations. Through emotional branding, I developed a brand with an expression that conveys the message that dogs also have the power to make a difference for the climate.
Techniques: Visual Branding, Packaging Design, Construction design, User-testing, Prototyping, Conceptualization, User-research, Illustration, Circular Design, Emotional branding
