Svinneriet
Problem
One third of all food goes straight down the drain! An unsustainable behavior to say the least. Svinneriet is a new lunch restaurant that wants to show how good food can be made from ingredients that would otherwise go to waste. How do we create a restaurant concept that puts waste in the spotlight and encourages change?
Insight
Our unsustainable management of waste is old news. There are plenty of statistics and several stakeholders who have expressed concern for quite some time. In order not to become just one among many, we need to find an expression that distinguishes our message from those that already exist.
Solution
Our solution is an identity that positions the restaurant as a resistance to the reckless handling of waste. All brand assets act as a manifestation for raw materials that usually would go to waste. With an almost offensive tone of voice and a provocative expression, we wish to make the need for change more evident than ever.
