The challenge
Google Fonts and HMCT requested us to create a campaign for positive social change using appealing typography from the Google Fonts library and the resources of HMCT. We explored some environmental issues and decided to focus on food waste. In our research, we discovered that avocados, milk, and potatoes are among the UK’s most wasted products. These items serve as perfect examples to illustrate the dual nature of beauty and environmental devastation.
The solution Impact
Our society values appearance over quality, which leads to the rejection of anything that does not meet specific standards. Consequently, this mindset results in significant waste, from production to consumption. In fact, up to 60% of food is wasted in the fields, with an additional third being discarded at home. Our campaign raises awareness of this problem and aims to reduce food waste, which can benefit both the environment and our purchasing habits.