Gallery
Experiment overview
A comprehensive market introduction strategy for plant-based meat alternatives that addressed both practical and cultural barriers to adoption.
Main objectives
The project facilitated plant-based food adoption by targeting taste pleasure rather than ethical guilt and creating visual language that bridged the familiar with the novel to overcome instinctive resistance to changing food habits.
Achieved results
The initiative created a comprehensive market introduction strategy that addressed multiple adoption barriers simultaneously.
The communication plan reframed the conversation from sacrifice to culinary opportunity.
The visual materials created immediate appeal by bridging familiar meat aesthetics with novel plant-based offerings.
Main reflection
The experience prompted a fundamental reconsideration of innovation strategy - suggesting that highlighting the inherent qualities of simple, local plant foods might create more regenerative cultural shifts than developing increasingly sophisticated imitations.
The most valuable insight emerged not from the project’s success but from its conceptual limitations, leaving me with a valuable concern that true food system transformation may require celebrating plants on their own terms rather than disguising them as familiar animal products.