Fed Up!

Research revealed a shocking statistic - a whopping 98% of New Zealanders are highly worried about grocery prices! Through empathy interviews, I uncovered the frustration consumers feel toward supermarkets and the government around unregulated grocery prices. The problem was clear - Low-income individuals, particularly women, need a way to find resources about and cope with the food cost crisis.

Through field rewiewing, I drew inspiration from bold political designs and satirical cartoons, crafting a brand identity that blends absurd humor with practical help. The brand centers on Mr. Supermarket, an antagonist embodying corporate greed, engaging users with an ironic twist. This approach was bolstered by my core insight, that Kiwis tend to use humor in adversity, fostering trust and solidarity.

To create the website, I started with a site map, refining it so each section of the home page introduced the corresponding pages. I then built a low-fi prototype to establish the layout and typographic hierarchy. User testing confirmed that the values and purpose of the enterprise were clear, and users understood the style and intent.

Next, I developed a hi-fi prototype, making minor adjustments from user feedback about spacing. After another round of testing, I refined the colours to ensure consistency between the home page sections and their respective pages. Finally, I coded the website's final version.

I also crafted a campaign strategy to promote the enterprise, using a variety of touchpoints in a detailed roll out. The main attraction was an interactive exhibit hosted in art galleries, where users could come to learn more about the food cost crisis, using the absurdist style as an eye-catcher.