Problem
Mass production of cheap meat
See Behind the Barcode
demanding transparency about cheap meat products
A key visual for a Greenpeace campaign which demands transparency from supermarkets about the true cost of cheap meat products.
visual language design | 6 weeks open innovation project on Jovoto online platform for Greenpeace Germany | designed with my coworker Elli Lechnermomma | licensed by Greenpeace Germany
The Reality Behind Cheap Meat
Today, meat generally comes from industrialized farms, and the pressure to mass produce at minimum costs causes many problems like animal suffering. Lidl and Aldi, which are discount supermarkets in Germany, sell extremely cheap meat. Although cheap meat seems attractive to consumers, the reality behind these products is not seen by the consumers: animal suffering, health problems (for consumers), and the environmental effect of cheap meat.
The Goal
Greenpeace needed a striking key visual that can be used both for viral online campaigns, in print formats and for guerrilla street campaigns. The basic motivation of the Greenpeace campaign was to demand transparency from supermarkets about their meat products. If consumers become informed about the reality, they can make sustainable choices.
Design
demanding transparency about cheap meat products
The design calls for consumers to demand transparency. Supermarkets are hiding the truth about cheap meat. The photographs behind the barcode stand for the hidden reality behind cheap meat. There are four different posters on the consequences of cheap meat: animal suffering, global warming, health risks, and forest destruction.