Gallery
Project overview
A comprehensive market introduction strategy for plant-based meat alternatives developed for the DuPont Sustainability Department, addressing both practical and cultural barriers to consumer adoption.
The initiative approached plant-based transition not as a moral correction but as a cultural shift seeking to reframe new food habits through desire, familiarity and visual pleasure rather than ethical pressure.
Main objectives
The project encouraged plant-based food adoption by:
☀︎ Repositioning plant-based products as exciting culinary experiences rather than ethical compromises.
☀︎ Creating aesthetics that bridged the familiar symbolism of meat with the novelty of plant-based alternatives to reduce instinctive resistance.
☀︎ Shifting the conversation from loss and restriction toward curiosity, abundance and gastronomic exploration.
Achieved results
The initiative delivered a comprehensive market introduction strategy tackling multiple adoption barriers simultaneously, from visual positioning to messaging tone and consumer psychology.
The communication framework successfully reframed plant-based eating from an act of sacrifice into a desirable lifestyle choice rooted in pleasure and experimentation.
Visual materials generated immediate appeal by balancing recognisable meat aesthetics with the uniqueness of plant ingredients, lowering emotional and cultural entry thresholds.
Main reflection
This project triggered a critical reconsideration of innovation strategies within sustainable food systems.
While effective, the approach exposed its own paradox: by relying on imitation, it risked reinforcing dependence on meat-centric cultural norms.
The most valuable insight emerged not from the project’s success, but from its conceptual limits revealing that truly regenerative food culture may require celebrating plants on their own terms rather than disguising them as familiar animal products.
The experience suggested that deeper transformation might lie not in perfecting substitutes, but in restoring emotional, sensory and cultural relationships with simple, local plant foods.