Twist
A service focused on shifting mindset about sustainable diet and behavior change.
Overview
In the context of population growth, changing dietary patterns, and climate change, promoting good nutrition, healthy and sustainable food systems has become a central challenge today. However, there is a general lack of awareness among modern young people, prejudice and stereotypes about the concept of "vegetarian food", and a lack of relevant cooking skills.
This project advocates shifting the mindset of "vegetarianism" among young people . The solution include: 1. Offline activities and related touchpoint design of seasonal food, changing the stereotype of vegetarianism among young people, and popularizing the concept of four seasons of vegetables 2. Simple Four Seasons Recipe Platform for young people and Online Purchase Service to make changes more accessible and convenient.
Team
Solo project
Role
User research
Prototype
Branding design
Duration
4 weeks
Tool
Figma
Keynote
OPPORTUNITY
How might we shift young people’s mindset towards ‘vegetarian’ food and make the change easy and convenient?
The Solution
Rebranding the concept of “vegetables”
“Twist” is a service that aims to shift young people’s mindset about vegetables and creates an opportunity to quickly and conveniently change their food choices.
Twist focuses on replacing some ingredients in those “authentic’ or “traditional” recipes with a seasonal twist and making new inspirational food.
Our mission is to make sustainable eating more accessible and more acceptable for young people through numerous activities, knowledge sharing, and digital tools.
Seasonal food festival campaign
The “seasonal twist” idea would be introduced to people: how to eat in season and how that matters to our planet.
In the campaign, people can taste how red meat can be replaced by vegetables and get interested in trying yummy, cheap, and nutritional recipes.
People can learn about the brand's story, and get to know the twist app of seasonal recipes.
Recipe App and online purchase
Process
BACKGROUND
Does what we eat have an effect on climate change?
You may get surprised that, what we eat, and how that food is produced, affects our health but also the environment.
Thus, the planetary diet is introduced, the Planetary diets are those diets with low environmental impacts which contribute to food and nutrition security and to healthy life for present and future generations.
Promote a plant-based diet with a focus on seasonal and local foods, reduce food waste, consume fish only from sustainable stocks, and reduce red and processed meats, highly processed foods, and sugary drinks.
SCOPE
Young adults in Norway
According to the research, In Norway, only 2% of people follow a vegetarian diet, while in the UK, 5.7% of the population follow a vegetarian diet.
Young adults (18–25 years old) in transition from adolescence to adulthood, are moving out to potentially start their own family, and it is an important time for creating long lasting food habits.
I chose to focus on young adults because many young adults are open to change and engaged in the climate issue, but are experiencing varying degrees of responsibility and opportunities to act.
RESEARCH
What are the barriers?
Since the project scope is quite big, I started to do some user research based on those questions:
How does the food system work?
How do people shop for food?
How do they feel about sustainable diets?
What motivates people to change?
RESEARCH
Findings
Since changing some rejecting people’s attitudes is difficult, I rather want to focus on other people who are willing to change but don’t know how to start or those who are hesitating to change, and I reframed my brief:
FINAL BRIEF
How might we shift young people’s mindset towards ‘vegetarian’ food and make the change easy and convenient?
FINAL CONCEPT
Meeting “Twist”
The core activity in twist is the seasonal food festival campaign. Through some advertising and social media promotion, the event will be shown to young customers. The seasonal food campaign is founded by the government, and the recipes are provided and evaluated by professional chefs to make sure taste and simplicity.
After people get to know the story behind the brand, people can download the twist app to get new seasonal recipes and customize their dietary preferences.
The most convenient part is the online store, in which customers can order all/part of the ingredients if they need, and use step by step guided app to cook new recipes. Their behavior can be maintained if they find the service good.
VISUAL LANGUAGE
Tone of voice
Twist provides a loving, fun, interesting tone of voice, focusing on the tasty of vegetables instead of trying to imitate “fake meat”.
TOUCHPOINTS
Advertising
TOUCHPOINTS
Website
TOUCHPOINTS
Recipe APP
“I’m not vegan, but once my friend took me to taste this vegan lasagna, and it is so good in taste, I never know vegetables can be used in this way”
People are not convinced to believe until they actually taste the food, thus the seasonal food campaign would serve as an entry point for people who have a prejudice against vegetables, and this would be a crucial trigger for them to change their minds.
ACTIVITY
Seasonal food campaign
Reminder what vegetables are in season
Easy recipe & Order ingredients online
Introduce seasonal ingredients to target users
Introduce ingredient’s taste, how to cook it
Quick & easy recipes will be shown to users
Tailored for Norwegian taste
Easy to filter by tapping on tags
Integrate with online purchase platforms for purchasing ingredients and get home delivery
