100 Days Project

Jeannie Burnside: ? to ? - The Makings Of My Graduate Project

I will be using my next 100 days to document the development and experimentation that takes place on my journey of creating and completing my Whitecliffe graduate project.

As convenience foods are becoming more popular in our daily lives, the environment and our health are suffering as a result. On this basis the current model of how and what we consume is underperforming, by not sufficiently informing the consumer about where foods are sourced, what is added in processing, healthy consumption quantities and addressing the environmental impact caused by waste through preventative measures. Dr Helen Eyles (Science Media Centre, 2014) states “Packaged foods, especially those which have undergone a lot of processing, tend to be high in adverse nutrients such as saturated fat, salt and sugar. Therefore, in an ideal world we would all be eating predominantly whole, fresh, unprocessed foods. However, cost, convenience and other factors mean that packaged foods are often included in our diets.”

“How can brand and innovative packaging strategies for portioned unprocessed healthy foods, cater to consumers of convenience while reducing environmental waste and improving consumer health?” This is the foundation for my research and experiments, investigating three key areas: controlled portion sizes, packaging materials and functional easy to use designs. Controlled portion sizes can both improve consumer health and minimise environmental waste by reducing the quantity of food consumed and excess disposed of. Investigating alternative packaging materials can also address environmental concerns and consumer health. I am interested in developing packaging solutions that cater for the busy health conscious consumer. This concept will address criticism of convenience food packaging by offering a less destructive alternative.

Another problem I am interested in addressing is the use of ‘greenwashing’ to imply ecologically friendly products. Studies by consumer research company Mobium Group (Miletic, 2008), states that consumers have grown wary of the conventional signifiers of sustainability and ‘health food’ promises. Graphically I am concerned with developing a new, more contemporary language to convey brand values of honesty and natural goodness. I will also establish a graphic system for understanding this new method of building a meal of set serving sizes.

The end format for this project will consist of the branding and package design, presented in their physical form. The concept will be positioned as a ‘store-within-a-store’ in a supermarket, which sells a variety of unprocessed healthy food products. The products are purchased individually but combined as a group to produce one ‘whole’ meal. This concept will be targeted at female and male consumers aged 20 to 35, located in densely populated city centres.



Miletic, D. (2008, October 4). Consumers more wary of 'green' claims. Retrieved from  http://www.theage.com.au/environment/ consumers-more-wary-of-green-claims-20081003- 4tkr.html

Science Media Centre. (2014, June 30). Health star rating food labelling – experts respond. Retrieved from
http://www.sciencemediacentre.co.nz/2014/06/30/health-star-rating-food-labelling-experts- respond/

Day 49:

Updated Statement

Where I am at today with my project.