The “Food Wasted” Campaign project’s aim was to develop a hypothetical campaign against food waste. This mark is designed to promote the idea of water conservation in California because of the ongoing drought. Californians can do their part in water conservation by controlling (ctrl) their water use. The idea for the mark started off as ctrl + s, a keyboard shortcut for saving a file, a commonly known keyboard command. The idea was to promote saving water. Eventually, the idea was streamlined to remove the “+ s” and focus the campaign on just general water use control.