"The way we humans live on earth, is sending it into a decline.” is how David Attenborough (2020), sums up the most pressing problem of our time. Climate change. But he also says, if we act now we can yet make it right. (David Attenborough, 2020)
One of the biggest problem areas is the food industry itself. The food system is broken and causes huge problems on our planet and for people. We have to rethink what we eat and how we produce it. Edible insects are one of the great alternative food sources as they use fewer resources, help ensure nutritious food and food security. Therefore, I embarked on a journey to introduce edible insects to Europe, where they are not yet recognised and considered as a food source.
So how can we change consumer attitudes and behaviour towards edible insects. Because this is the first and one of the most important steps to actually create a systemic change. Otherwise we only create an illusion of change.
The project itself challenges the way we look at what we see as food, so that as a society we can move towards not just relying on a limited number of food sources, but diversifying our diet to create a more sustainable future. In addition to user testing and ideation workshops, other creative methods were used to refine the findings from the research phase and develop the best solution to the problem.
The result of the project was the brand HOPPER!
A brand with the main objective to offer products and services around edible insects to diversify consumers' eating habits and create a positive and sustainable impact on our food system. It’s visual identity is focusing on a more premium and special direction to bring the beauty of insects to the foreground. On the way to achieve its main goal, HOPPER’s first product, the "Culinary Taste Experience Box'' was developed.
The Culinary Taste Experience Box is a solution which focuses on creating awareness and desire for edible insects, by introducing them in a special and exciting way. By doing so HOPPER is trying to change consumers' mindset on how they think about this food source. As this is the first and most important part on the journey to reach the goal of diversifying the diet of the many. It consists of a service, a guided cooking and tasting experience and several products.
If you'd like to hear more about HOPPER and its first products, my process, or you're up for a chat - reach out!