MEATO 肉透

animal Food meat future conceptual Go Green Lottery scratch gradutaion Student work

Final Major Project

MEATO

MA Graphic Branding and Identity, London College of Communication, UAL

倫敦藝術大學倫敦傳播學院碩士畢業專題

This work, MEATO, is a project as a conceptual solution for 'the over consumption of meat in the world'. In short, large-scale animal farming and consuming has harmed the mother earth for decades. The 'meat system' in a predicable future only become worse and worse as long as the human population keep rising.

Therefore, the world might adopt a meat rationing system, like MEATO, to control the situation. Meat will be not for everyone. MEATO is a kind of 'meat lottery' which could support some good scientific research about meat alternatives and actual solutions. The whole project is based on this assumption of future.

這件作品，MEATO，是一個為了解決世界過度消費肉食品的概念性提案。簡而言之，大規模的養殖畜牧及無止盡的追求肉食，這數十年來已經造成不可小覷的自然災害及溫室效應。如此龐大的肉食生態系在可預期的未來似乎能以獲得解答，只會越來越嚴重，畢竟人類總人口也在不停增長，消費力也逐漸提升。

因此這世界，在未來，或許會採取一種「配給肉品」的制度去控制肉食消費及規模。到時候肉可就不是一個人人都能消費的產物。在如此假想下，MEATO算是一種「肉樂透」，在你買到一個希望（可以得到肉）之餘亦幫助一些具體的科學研究，如同我們的公益彩券。

Part 1. MEATO introduction

We remember the old-time moment of enjoying a juicy steak.

We love meat big time. However, today is a tough time.

Since we failed to effectively reduce greenhouse gas and protect the environment from massive animal husbandry, the United Nations has published a series of harsh restriction on consuming meat.

For billions of ordinary people who are eager for a tender bite, even having an normal beef chuck could be a unusual experience.

This year, 2030, everyone could has a chance.

A meat lottery- MEATO exists to reverse the predicament and to create a sustainable meat culture.

Part 2. The physical outcome

Scratch card as MEATO touch point. Every card includes three games to win the prizes.

在此專案裡，將展示MEATO的刮刮樂彩券，每種卡面有三種遊戲可玩，如同上面所介紹的。

For MEATO as a MA graduation project one visual summary and one report are required. These two books includes all the thinking journey of your project, testing and other relevant second-hand or first-hand documents. Excluding the colors of red, green and blue which are used for the scratch card background, green and yellow on the rear side represent 'Eco-friendly' (promote edible insects) and 'Hopeful' (fund cultured meat) which correspond to the cover colors of two books as well.

Binding: Hand-made hardcover

Printing: digital print, with hand-made hot foil stamping on the cover

Paper: Absolute White Smooth 135 gsm (GF Smith)

MEATO作為一個畢業專題，一本視覺摘要以及一本報告是必要的。兩本書中會包含這趟研究旅程中所有的資料搜集、思考、視覺實驗、以及其他的一二手資料。在書設計上，我採用綠色與黃色-跟刮刮樂背面的「支持計劃」一致。綠色代表對環境友善，黃色則是象徵希望。

裝幀：手工精裝書

印刷：數位印刷，封面局部手工燙彩色金箔

紙材：Absolute White Smooth 135 gsm (GF Smith)