Offal is currently a low-status food product, which is why it often ends up as waste rather than food. In this project, I wanted to explore how to market the sustainable, yet unconventional. The aim of the project was to develop a brand identity and design packaging for a (fictional) company that sells minced products based on offal. The research is based on my thesis, in which I analyzed and compared packaging for alternative mince products to understand their strategies.
The result was three packaging designs for offal-based minced products tailored to the Swedish consumer: ground meat, meatballs and bolognese sauce. To lower the barrier for consumers, I worked with serving suggestions that allow them to assess the appeal of the food, as well as transparent packaging to reduce uncertainty around the product. An accompanying print campaign was designed as well.
