Future Proof recipes
HERE Maps for moments
HERE Maps for moments
Client: Unilever Agency: R/GA London. Year: 2020 - 2021
Overview
Hired from R/GA London, I've working on this project for Unilever Knorr about providing a transitional shift towards a sustainable behaviour when comes to food and future 50 ingredients and their relation with Knorr brand and products.
Working in cross functional team with UX, Strategy, Visual and Copy. to deliver one unified and holistic approch for Comms, and website experiences.
Role
User Experience Director, leading the experience conception, definition and implementation.
Defining the ux concept, and presenting it to C-level audience
Scoping the MVP and post MVP into Recepedia already existing platform ensuring a best in class implementation working closer with Knorr engineers and POs.
MVP shipped in 4 months.
Principal Designer - Horizontal on all business verticals.
Leading and project initiative from concept and vision towards MVP - then integrated in the app with features reduction.
The Challenge
The Challenge
Change the perspective of Knor2r as a brand transitioning towards a purpose, impact and clear communication on sustainability. Engaging users in discovering Future 50 food" initiative - a report of 50 ingredients of the future in terms of sustainability, created by Knorr and WWF together - while browsing favourites recipes, engaging into future proof variations and ultimately in a storytelling discovery of the beneficial impact on the self and on the environement.
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Concept
Future Proof Recipes
An digital experience that lets users ‘future proof’ their favourite dishes.
Future proof means:
1. Discovering the f50 version of a users selected dish;
2. Learning why it’s better for them and the planet;
3. Finding out how to cook it with Knorr.
Benefits:
"Better for the planet" is being measured by: Water use, CO2 and land use
"Better for you" is measured by: Heart health (fiber, fat, sugar)
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Concept
Future Proof Recipes
An digital experience that lets users ‘future proof’ their favourite dishes.
Future proof means:
1. Discovering the f50 version of a users selected dish;
2. Learning why it’s better for them and the planet;
3. Finding out how to cook it with Knorr.
Benefits:
"Better for the planet" is being measured by: Water use, CO2 and land use
"Better for you" is measured by: Heart health (fiber, fat, sugar)
HERE app - Marketplace entry point
Brand Signature moment
Maps Marketplace
Using most searched recipes on key markets as an engagment entrypoint, we suggest to users alternatives of the selected "most searched recipe" in form of a future proof version.
The aim is to help users in having a behavioural shift towards healty and sustainable food and ultimately establishing a new positioning for Knorr as a purpose driven sustainable brand.
To reinforce the shirt, the experience is preseting in the interface the traditional recipe choosen " Change your plate Change our planet" - when scrolling the dish will be sliding away for the future proof version to come in.
While keep scrolling the core ingredient of the Future 50 present in the alternative recipe will introduce to users why is so beneficial for both pesonal health and environment.
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"Future 50 Food"
50 Ingredients of the future in terms of sutainable impact, taking life in form of unique Ingredient Character that can become a distinctive brand element in both website experience, social sharing and engagement as well as packaging and comms.
of the two projects of Streamateria & Living Colour in collaboration with PUMA.Thus inviting the visitors for an immersive journey into the complete product life-cycle, from creation through the coloring process and finally to the nature-nourishing decomposition enabled by the applied materials
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Design System
Creating one centralised design system for the new Brand Elements, Ingredient cards, Recipe cards, Article cards, UI and Brand updates
of the two projects of Streamateria & Living Colour in collaboration with PUMA.Thus inviting the visitors for an immersive journey into the complete product life-cycle, from creation through the coloring process and finally to the nature-nourishing decomposition enabled by the applied materials
Teams
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R/GA London
VP / ECD - Nick Pringle
Creative Director Visual - Igor Pancaldi
User Experience Director - Gianpaolo Tucci
Design Director - Chris Hay
Art Director - Nick Bygraves
Production Director - Heather Hardey
Project Manager - Aislin Cronin
