I’ve developed a supermarket intervention that would encourage a reduction in meat and dairy consumption, by informing society of the major impact producing meat has on the environment, while providing consumers with plant-based alternatives. GAIA utilises the alchemical symbol for earth but with a modern twist, with the pairing of a bold italic typeface.
Once you have obtained your receipt you will be able to scan your bar code in the GAIA app to ‘track your emissions’. The purpose of the app, ‘GAIA’ is to serve as a tool to track your carbon emissions and monitor your climate footprint. I wanted the app to be clear and succinct with the brand, and to not feel like a biased platform but more of an educational tool to encourage change.
With my campaign I didn’t want there to be any gimmicky content or referencing which is why I chose to use the key word Earth and adapt it’s translation to form the base of my branding. GAIA also utilises the alchemical symbol for earth but with a modern twist, with the pairing of a bold italic typeface. The logo and text can be easily replicated onto informative poster designs, in addition to simple overlays for powerful imagery portraying climate change.
This process book contains the process documentation of the ‘GAIA: Track your emissions’ project. Being a branding and user centered design brief, it was important that each stage was documented properly and that I tried to follow the design process of: Discover, Define, Develop and Deliver. This helped me apply a solid structure in how I carried out my project as well as the designing of my process book.