the dabao club
DV2005 Visual Communication II, 2017 Semester 2
NTU School of Art, Design and Media
NTU School of Art, Design and Media
Project: Brand Conceptualisation
Rationale
According to the UN Environment Programme, 8 million tonnes of plastic enters the marine environment each year on a global scale. The UNEP also estimates that by 2050, there will be more plastics than fish in the oceans. This, of course, does not include the paper and metal disposables that are discarded as well. In Singapore's context, 820 thousand tonnes of plastic waste was disposed of in Singapore in 2016. Only 7 percent of this was recycled.
One major source of plastic waste is in the usage of disposable food containers in fast-paced, highly urbanised Singapore. For the sake of convenience and comfort, many would take-out their meals in disposable containers to return to their workplace, homes or schools to consume, avoiding stuffy and crowded food shops during peak periods. How many of these would bother to clean and recycle or reuse the disposables they have received?
Thus, there is an opportunity to incentivise the switch to reusable food containers, which would hopefully reduce urban humanity's burden on the planet. A campaign would be designed to educate and encourage consumers to reduce their use of disposable food containers.
Brand
The name of the brand was conceived as "the dabao club", connoting a sense of community action; dabao 打包 is "takeaway" in colloquial Mandarin Chinese. Taking visual inspiration from the structure and form of reusable food containers and the words 打包, a simple logo was devised for the brand.
Marketing
To incentivise the switch to reusable food containers, it was thought that discounts would help to encourage consumers to decline disposable food containers when taking out from food shops and restaurants. Hence, marketing collaterals, such as countertop wobblers, were designed. These wobblers inform consumers about the discounts they could receive in using reusable food containers, and help to mark the food shops/restaurants as supporters of the initiative. Vouchers could also be given out to encourage further visits to participating restaurants; this would provide an incentive for support from restaurants.
