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Uproot Market + Café

Creating a model to synthesize packaging design and food systems, promoting greater awareness of — and action towards — sustainable diets.

University of Minnesota Student Work
B.F.A. Thesis Project
Writing, Strategy, Identity, Exhibition
2017–2018

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Farm-to-table and plant-based food both have reputations (and some realities) as elitist and inaccessible — but both are healthier and more sustainable. So what might a better food system look like?

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My research began in the history and impact of packaging design, spurred by the hot topic of sustainable packaging. But I quickly discovered that even the most sustainable food packaging can't escape the exponentially more destructive supply chain that comes before it.

The impact of farming, livestock, processing, and transportation dwarves that of packaging. However, there's empirical data that packaging and experience design has an incredible impact on consumer beliefs and behaviors.

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By building not just an identity system, but a holistic experience around this alternative food system, it can be taken to heart in a way it otherwise wouldn't.

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Durable, reusable containers can be used to purchase and store fresh ingredients and meals straight from the Uproot storefront.

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Credits
Instructor: Karl Engebretson
Typefaces: Cooper, Roboto Mono