SOPHIE-ANNE YASRUDDIN

Brief: Create and market a product that focuses on sustainability, and addressed the problem of waste with one or more of the five strategic R’s of recycling: Reduce, Reuse, Recycle, Repair, Refuse. 

The brief responded to some of the most burning questions today: How can we live a more sustainable life? How can we reduce our impact on Earth? How can we reduce the amount of waste that is created every single day?

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Insight: The meat industry is unsustainable and needlessly costs water, land, feed, lives and impacts climate change greatly.

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Outcome: This is the brand overview that I created at the end of the project:

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Compassion en Papillote is a brand whose primary focus is on reducing the unnecessary cruelty towards animals in the food industry. Science has advanced so much so that we are now able to create meat in a sustainable way which doesn’t involve killing the actual animal or harming them in any way. 

The name comes from the cooking technique “en Papillote”, where food is cooked in paper, and “Compassion”, as our process is compassionate towards animals, the planet, and you. Our brand cares about the environment and so we promise not to use any plastic in our packaging. Our raw cuts of meat, that can be bought at our butchers or deli counters in supermarkets, are wrapped in butcher’s paper, to give that familiar feel, then stamped with our logo and a fact about why you should “#ChooseCompassion”. This ink is edible, safe, and when activated by heat in the oven, transfers onto the meat via dye-sublimation. This is a fun and unique way of educating people on how they are helping countless animals, the planet and themselves. 

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Below is my design process and sustainability map.