The paper project
The challenge
In a digital-first world, we’re all drowning in screens and scrolling. The task was to choose a brand that exists solely in the digital realm and create a campaign that reintroduces the power of paper. It’s about breaking through the noise of fleeting online interactions and bringing back something tactile, personal, and memorable. The goal? To show digital natives the emotional impact of paper—how it lingers in your hands and your mind, leaving a lasting impression that no pixel can match.
Brand I Chose:
TooGoodToGo helps people rescue surplus meals, but the interaction ends once the food hits the plate. In a world where recipes live online and food waste thrives behind fridge doors, there’s a gap between digital convenience and everyday sustainability.
My Solution
I’m reimagining sustainability—one page at a time. Introducing Plate Before You Waste, the TooGoodToGo Cookbook. Printed on recycled, compostable paper, this eco-friendly cookbook is your guide to cooking smarter, not harder. From overripe bananas to wilting herbs, I’ve packed it with creative recipes to help you stretch your ingredients, reduce waste, and save money. The Before You Toss section helps rescue forgotten ingredients, Budget Bites offers affordable, flavorful meals, and Fresh and Lasting gives you pro tips on storing food for longer shelf life. Plus, From Garden to Table shows beginners how to grow their own herbs and veggies. More than just recipes, it’s a hands-on tool for building a sustainable kitchen—and it’s available for purchase or gifting directly through the app.
