Year
2025
Client
UNIVERSITY PROJECT
Category
CAMPAIGN
Product Duration
4 Weeks
My research found that many people are put off cooking what they see as “nice” meals, as it’s often presented as expensive and too much of a faff. Because of this, they avoid the ideal altogether, settling for easy, cheap options that don’t fully satisfy.
The design is based on the juxtaposition between savouring food and saving money. I explored how these two ideas are often seen as opposites, quality versus cost, and challenged that assumption. This contrast became the main visual language, using playful messaging and unexpected pairings to show that eating well doesn’t have to come at a higher price.
The concept centres around merging food and money in a way that resonates with a Gen Z audience. By using familiar slang and a more conversational tone, the campaign feels approachable and relevant rather than instructional. Helping break down the idea that cooking well is complicated or expensive, instead presenting it as something accessible and realistic. Ultimately, encouraging people to enjoy making better meals while still being mindful of their spending, without feeling like they have to compromise on either.
By fusing natural elements, earthy tones, and traditional aesthetics with contemporary layouts, this portfolio aims to bridge the gap between nature and digital creativity. It serves as a platform for showcasing personal projects, highlighting a connection to the roots and the unique experiences that inspire each piece of work.
