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THE LITTLE GARDENER
PROJECT OBJECTIVE
To select a Sustainable Developement Goal that effects the local community, while co-designing with the community to form a design solution. The chosen SDG is food waste within the home environment, as it is the last and most important stage of production consumption. Due to lack of education and awareness, people neglect the water and energy taken to produce food products. The Little Gradener brand aims to reduce food waste through education, awareness and at-home incentives.
TARGET AUDIENCE
The target audience ranges from ages 25- 35 who are either living alone or beginning to settle in with families of their own. They are young adults who come from a medium to high income class. Medium-high income class can afford to engage in food waste conservation techniques, as well as buying a variety of different foods.
INSIGHTS
- Home consumption is an important target stage to reduce food waste, as it reduces landfills and successfully acknowledges all effort into the production process.
- Higher income individuals have higher rates of food waste as they can afford variety of food products.
CONCEPT
“Step up to the plate” This concept plays on the idea that one needs to take responsibility and action for change. The concept embraces the idea of educating consumers and creating awareness on the efforts placed in food production. Thus, enticing consumers to take incentive in reducing landfills by implementing proactive incentives and responsible food consumption.
SOLUTION
The project aimed to form a new modern and forward thinking brand that supplies consumers with knowledge, awareness and an easy composting and gardening solution, great for a family or solitude enviroment. The composting and gardening solutions aid in reducing foodwaste by acknowleding the effort placed on food production. Thus, reducing production efforts by implimenting at home resources.
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