FOODLOOP is a sustainable lifestyle brand that is committed to changing the lifestyles and consumption habits of predominantly Generation Z consumers in order to provide solutions to the issue of food waste.
Generation Z is the consumer of the future and they are likely to shape their food consumption patterns according to climate issues. Most of the changes, such as physical, developmental and social, are occurring at this particular age, and since 17-25 year olds are usually leaving their parents' homes, this increases the responsibility of the young people themselves and creates opportunities for the development of sustainable consumption habits. In my previous research, I confirmed the importance of the influence of groups on behavior change. However, today many GENZ live with their parents and they have to be influenced by their parents' habits. What would it take to create an independent community for young people? I think setting up a virtual community and letting brands operate within that community is a great way to do it.
FOODLOOP will implement a new type of lifestyle supermarket in the community, which will help guide consumers to make rational food purchases and reduce the possibility of food waste at the source of consumption. I created a new design for the supermarket's food packaging and banners, with the goal of reducing food waste, the weight of the message and the graphics on the packaging/bags/banners are differentiated from the current food packaging.
In addition, the brand plans to build public areas in the community, which are divided into online and offline. After purchasing food at the supermarket, consumers will use the app to clock in and get discounts, and the food they buy will be recorded in their files. When their food is approaching its expiration date, the app will remind users to dispose of it as soon as possible, and users can post posts in the community group to find the next "owner" for the food they can't finish. For some residents, they may want to have a rich diet, but are also worried about making too much food at once and not being able to finish it. In response, the brand has set up a community cafeteria in the common area, where residents can bring their own food to share with others. At the same time, the common area is also able to drink coffee together, play card games and so on.
More than a traditional commercial brand, FOODLOOP tends to exist as a real-life business game, which is mainly online but has offline locations and activities. The community is the "worldview" of the game, and the residents, as players, will be challenged to play the game with the outcome of "reducing food waste". Therefore, the brand will create a guidebook to introduce the "rules of the game" to the residents and provide them with guidance, such as: introduction to the general environment (the consequences of food waste), how to buy food according to their own consumption, how to store food, and how to dispose of food waste, among other things. In addition, since it is a game, there must be a so-called "reward mechanism", which may be in the form of money or in the form of an exchange of value. Residents participating in the "game" will get points in each level, points can go to the supermarket to exchange for goods of equal value, each stage of the points represent a different title, the "game" through the final title of the residents can get the final prize.
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