Plant-based culture

Overview

Introducing innovations that require deep-level habit changes is like trying to teach an old dog new tricks.

For this process to succeed, cultural artifacts are needed to enable the free spread of these changes.

Driven by faith in the green revolution, I developed a comprehensive concept for plant-based meat alternatives for one of my clients, which was being introduced to the market.

Main objectives

❋ Communication plan: how to convince meat-eaters that plants can be equally delicious

❋ Consumer experience: persuading mass producers that plant-based alternatives can become an integral substitute for meat

❋ Visual materials: because first impressions and imagination matter even in the case of a soy patty

Main reflection

Over time, I realized that instead of creating complicated substitutes, it’s better to promote natural, local plant products.

Because sometimes a carrot should just remain a carrot, not pretend to be a hot dog.

The project was like trying to teach an old dog new tricks – ambitious, but perhaps not entirely addressing the core of the problem.

Today, I know that the real food revolution lies in simplicity and locality, not in laboratory experiments.