Solving environmental problems has long been a concern worldwide. Among the measures to reduce the human impact on the environment, vegetarianism is an action that can create a significant influence. On the other hand, since I have a chance to develop a packaging design project. I decided to pursue a meaningful topic, which is vegetarian packaging design.
First, I do some research in the vegetarian market to identify problems and find opportunities.
Type of packaging
Almost all vegetarian packaging in the market is plastic.
Most of the packaging will double the actual product to exaggerate the amount of the product.
Yet, many people take a vegetarian diet because they want to help with environmental concerns.
Industry
Vegetarian has become a trend in many countries, and it is a global-scale shift towards plant-based diets.
In Vietnam, vegetarianism is considered part of their life since many people take a vegetarian diet occasionally or regularly.
Among young people, vegetarianism is gaining more attention through vegetarian communities and non-profit organizations.
Competitor
There are two popular vegetarian brands in Vietnam. Besides, a commonplace where people buy vegetarian food is from traditional markets.
The diet that includes meat destroys the environment, which causes:
If we commit to a plant-based lifestyle starting now, by 2050
6 – 10% reduction in global mortality
29 – 70% reduction in greenhouse gas emission
Up to $31T economic benefits
Joseph Poore
Journal of Science, 2018
Material
The material contradicts the core purpose.
Market
Vegetarian market in Vietnam is a potential market.
Design
The design can't stand out on the shelf.
Story
There is an impactful story behind being vegetarian.
The idea is to create a packaging that encourages people to be vegetarian and gives everyone a good feeling of being vegetarian.
I divided this packaging into two parts, the outer part, and the inner part. Each part has its purpose and together, they will represent the concept.
The outside will demonstrate the "Vegetarian can" part, while the inside will show the "create a greener world."
Packaging outer
Purpose
This part is for people who don't know much about vegetarian diets.
The goal is to first attract people with the design. Then the content informs them of how impactful vegetarianism can be.
Content
The content includes the benefits of a vegetarian diet.
The information is per capita so that people can see how contributive a small action can be.
Short motivational sentences that encourage people to be vegetarian.
Design
The visual style derives from another word of vegetarian food, which is plant-based meat.
In summary, the packaging would look like a piece of meat at first glance. But, when taking a closer look, the detail is from plant ingredients.
Material
Paper is the material used.
The size of the packaging will fit the product to reduce waste.
Packaging inner
Purpose
This part of the packaging targets every vegetarian. In particular, it is for people who are vegetarians for a long time.
Adopting a new diet takes a lot of effort, so the goal is to give strength and make people feel happy about their meaningful choice.
Content
The content focuses on how vegetarianism will greener the world.
Unlike the outside, the inside does not have too much information. And the image will be the factor that surprises people when opening the box.
Design
To create an unexpected feeling when opening the box, I decided to make a popup model representing the nature of the product.
Besides, the color will be another surprise since the palette is completely changed.
Material
Paper is the material used.
The size of the packaging will fit the product to reduce waste.
Color
The color of the packaging will change according to the version.
The outside and the inside will be two different color palettes.
Besides, the packaging will still have fixed colors and be consistent among all versions.
Typeface
For the title font, I chose the font "My fair Cody" because it gives a classic feel but somewhat modern. It's like the packaging takes an old diet and turns that experience into something new.
For text fonts, I choose the "Montserrat" family because it is easy to read, looks harmonious, and easy to create sympathy.
Logo
The logo derives from the central idea for the design, plant-based meat. It has the shape of the meat cut but is made of plant ingredients.
