Changing consumer behaviour towards how we buy, eat and throw away our food

Changing consumer behaviour towards how we buy, eat and throw away our food

Changing consumer behaviour towards how we buy, eat and throw away our food

Changing consumer behaviour towards how we buy, eat and throw away our food

Changing consumer behaviour towards how we buy, eat and throw away our food

Project overview

Project overview

Project overview

Project overview

Project overview

Love Food Hate Waste is an initiative of the New South Wales EPA (Environment Protection Authority) that aims to raise awareness of the need to reduce food waste and show households, communities and businesses how to stop wasting food to protect the environment. The Love Food Hate Waste initiative is licensed by the NSW EPA from a British program of the same name. We were approached by the EPA with a brief to create a unique and relevant version of the UK brand, localised and adapted to the Australian market and aligned with the EPA brand and NSW Government brand guidelines.

Love Food Hate Waste is an initiative of the New South Wales EPA (Environment Protection Authority) that aims to raise awareness of the need to reduce food waste and show households, communities and businesses how to stop wasting food to protect the environment. The Love Food Hate Waste initiative is licensed by the NSW EPA from a British program of the same name. We were approached by the EPA with a brief to create a unique and relevant version of the UK brand, localised and adapted to the Australian market and aligned with the EPA brand and NSW Government brand guidelines.

Love Food Hate Waste is an initiative of the New South Wales EPA (Environment Protection Authority) that aims to raise awareness of the need to reduce food waste and show households, communities and businesses how to stop wasting food to protect the environment. The Love Food Hate Waste initiative is licensed by the NSW EPA from a British program of the same name. We were approached by the EPA with a brief to create a unique and relevant version of the UK brand, localised and adapted to the Australian market and aligned with the EPA brand and NSW Government brand guidelines.

Love Food Hate Waste is an initiative of the New South Wales EPA (Environment Protection Authority) that aims to raise awareness of the need to reduce food waste and show households, communities and businesses how to stop wasting food to protect the environment. The Love Food Hate Waste initiative is licensed by the NSW EPA from a British program of the same name. We were approached by the EPA with a brief to create a unique and relevant version of the UK brand, localised and adapted to the Australian market and aligned with the EPA brand and NSW Government brand guidelines.

Love Food Hate Waste is an initiative of the New South Wales EPA (Environment Protection Authority) that aims to raise awareness of the need to reduce food waste and show households, communities and businesses how to stop wasting food to protect the environment. The Love Food Hate Waste initiative is licensed by the NSW EPA from a British program of the same name. We were approached by the EPA with a brief to create a unique and relevant version of the UK brand, localised and adapted to the Australian market and aligned with the EPA brand and NSW Government brand guidelines.

Our idea

Our idea

Our idea

Our idea

Our idea

A key element of our approach to developing a new brand for the Australian Love Food Hate Waste initiative was to place the focus on food ingredients as the hero. By placing food in the spotlight we aimed to inspire the target audience to reconnect with their food and reassess and change their behaviour towards how they purchase, consume and throw away food. We came up with an art direction concept and delivered a photoshoot that featured ‘real food’: this photography style broke away from overly styled, perfectly polished food photography, making sure that what we shot felt relevant and resembled what real people actually have in their cupboards and featured Australia’s favourite ingredients- avocados were a must. Part of this idea was also to remind the audience that food doesn’t need to look ‘picture-perfect’ to be edible.

A key element of our approach to developing a new brand for the Australian Love Food Hate Waste initiative was to place the focus on food ingredients as the hero. By placing food in the spotlight we aimed to inspire the target audience to reconnect with their food and reassess and change their behaviour towards how they purchase, consume and throw away food. We came up with an art direction concept and delivered a photoshoot that featured ‘real food’: this photography style broke away from overly styled, perfectly polished food photography, making sure that what we shot felt relevant and resembled what real people actually have in their cupboards and featured Australia’s favourite ingredients- avocados were a must. Part of this idea was also to remind the audience that food doesn’t need to look ‘picture-perfect’ to be edible.

A key element of our approach to developing a new brand for the Australian Love Food Hate Waste initiative was to place the focus on food ingredients as the hero. By placing food in the spotlight we aimed to inspire the target audience to reconnect with their food and reassess and change their behaviour towards how they purchase, consume and throw away food. We came up with an art direction concept and delivered a photoshoot that featured ‘real food’: this photography style broke away from overly styled, perfectly polished food photography, making sure that what we shot felt relevant and resembled what real people actually have in their cupboards and featured Australia’s favourite ingredients- avocados were a must. Part of this idea was also to remind the audience that food doesn’t need to look ‘picture-perfect’ to be edible.

A key element of our approach to developing a new brand for the Australian Love Food Hate Waste initiative was to place the focus on food ingredients as the hero. By placing food in the spotlight we aimed to inspire the target audience to reconnect with their food and reassess and change their behaviour towards how they purchase, consume and throw away food. We came up with an art direction concept and delivered a photoshoot that featured ‘real food’: this photography style broke away from overly styled, perfectly polished food photography, making sure that what we shot felt relevant and resembled what real people actually have in their cupboards and featured Australia’s favourite ingredients- avocados were a must. Part of this idea was also to remind the audience that food doesn’t need to look ‘picture-perfect’ to be edible.

A key element of our approach to developing a new brand for the Australian Love Food Hate Waste initiative was to place the focus on food ingredients as the hero. By placing food in the spotlight we aimed to inspire the target audience to reconnect with their food and reassess and change their behaviour towards how they purchase, consume and throw away food. We came up with an art direction concept and delivered a photoshoot that featured ‘real food’: this photography style broke away from overly styled, perfectly polished food photography, making sure that what we shot felt relevant and resembled what real people actually have in their cupboards and featured Australia’s favourite ingredients- avocados were a must. Part of this idea was also to remind the audience that food doesn’t need to look ‘picture-perfect’ to be edible.

The challenge of this brief was to make people question and change their behaviours in purchasing, storing and using food to reduce waste.

The challenge of this brief was to make people question and change their behaviours in purchasing, storing and using food to reduce waste.

The challenge of this brief was to make people question and change their behaviours in purchasing, storing and using food to reduce waste.

The challenge of this brief was to make people question and change their behaviours in purchasing, storing and using food to reduce waste.

The challenge of this brief was to make people question and change their behaviours in purchasing, storing and using food to reduce waste.

- Amanda Kane, Organics Manager EPA

- Amanda Kane, Organics Manager EPA

- Amanda Kane, Organics Manager EPA

- Amanda Kane, Organics Manager EPA

- Amanda Kane, Organics Manager EPA

Acknowledgements

Acknowledgements

Acknowledgements

Acknowledgements

Acknowledgements

Photographer
Phu Tang

Photographer
Phu Tang

Photographer
Phu Tang

Photographer
Phu Tang

Photographer
Phu Tang

Food stylist
Gemma Lush

Food stylist
Gemma Lush

Food stylist
Gemma Lush

Food stylist
Gemma Lush

Food stylist
Gemma Lush

Next - Heritage Near Me

Next - Heritage Near Me

Next - Heritage Near Me

Next - Heritage Near Me

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