IMPOSSIBLE FOODS (IF) BOOTH
Spatial design / experience design
This booth was designed to educate Impossible Foods' audiences about its brand, mission, and product at SIF 2015 Conference. The design team’s mission is to make it stand out among other booths while maintaining its substantiality and authenticity.
Credits:
Art direction – Jordan Crane. Visual design and concept – Alvin Aronson and Jacqueline Jiang. 3D prototype & production – Map Project Office. Strategy and Copy – Jordan Schenck. Work produced at West Studios. Client – Impossible Foods.
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Impossible Foods (IF) is a company that develops plant-based meat and dairy products. The mission of IF is to create sustainable food that heals the world. One of its more recognizable product is the animal-free beef patties. According to research, many evidences indicate that there are positive correlations between the amount of CO2 in the atmosphere and the global warming phenomenon. Today, the consensuses are transportations and fossil oil consumptions are the leading contributors of releasing CO2 into our atmosphere. However, that is not true. Currently, animal farming, or to be more specific, cow farming, is the leading CO2 contributor that releases more CO2 than any human transportation activities. In addition, cow farming also consumes the most water among agricultural activities.
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In this SIF 2015 conference, we want to help IF to create a versatile space that delivers its message both conceptually and executively. We came up with a modular system in which all of the panels can collapse into two small suitcases. It can be transported easily and reuse in other conferences and shows.
The original graphic approach that IF came up with was to use journalism styled photography to show people the “bloody truth”. However, environmental issue is a very heavy subject, and the goal is to educate people about the facts, not to emotionally stress them. So we proposed to IF to use line illustrations and lots of colors to lighten it up, so it’s enjoyable and it can get people’s attention from far away.
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We have also created some fun little souvenirs. We turned the panels into postcards; made a few stickers, an Eiffel Tower burger brooch (SIF 2015 was hosted in Paris), and a t-shirt that is wrapped in a tissue paper poster, one like what people get from a traditional butcher shop to give them an authentic and elevated experience.
