Un-Hook

Anushree Agarwal Parinita Modi

Un-Hook transforms plant based proteins into fake meat and promotes a cleaner and healthier lifestyle.

NEXT UP

Graphic Elisava 2020

Lots of things tend to happen during a graphic.elisava master’s program. Mountains of research. Maybe one or two existential crises. Designing so much that you have nightmares about mismatched hex codes.

In some weird twist of fate, this year’s biggest ‘thing’ ended up being a global pandemic. We were forced to embrace digitalism over presentialism, do more with less, and channel disillusionment into positivity. In school, the lesson comes before the test, but life often takes the opposite approach. We think we’re better for it.

PLATFORM AND IDENTITY

For this year’s degree show we decided to continue the digitalist lifestyle that we’ve come to know. Pills replace name tags, thumbnails replace handshakes, and ingenuity replaces normality in order to illustrate how we view topics like “design ethics”, “comfort”, “manifestos”, and “freedom”.

About

This is graphic.elisava’s digital Degree Show. Find out more about the program at graphic.elisava.net

Acknowledgements

Many thanks to this year’s students in the Graphic Design and the Editorial Design master’s degrees. The 2020 graphic.elisava Degree Show – both the platform and the campaign that precedes it – wouldn’t have been possible without the indefatigable work of a group of design students making time for it in the middle of their end-of-year presentations.

On the typeface

Thanks to Non Foundry for letting us use their Non®Natural Grotesk throughout the website and campaign of this digital Degree Show.

Visit nonfoundry.com to find out more about their work.

Project Information

WE ALL ARE CONSUMING MEAT RAPIDLY AND IT’S AVAILABLE THROUGHOUT, BUT THE REAL QUESTION IS ARE WE AWARE ABOUT THE FACT WHETHER IT’S GOOD FOR US OR A DISEASE WAITING TO HAPPEN?

With increase in the level of plastic consumption and rapid dumping of it in the oceans, it’s also increasing pollution in water which harms the fish and further food chain.

Reframing the predictable conversations arounds plastic pollution we encourage people to see and think differently. We want to educate people and create awareness about the hazardous impact its creating on our lives with an aim to end it. More than that create a new choice of lifestyle and not just an altruistic one. Our idea was to make meat differently, we want to make it better that is not only good for humans but also good for the planet.

We didn’t want to create something that needed explaining or demystifying. So, we went ahead with the idea of defacing traffic signs with symbols and phrases with the prefix “un” to depict our problem, our intention was to add meaningful value to ordinary signs we see daily. Keeping the tone of voice strong, straightforward, alarming yet not serious. In a category full of confusing symbols, our approach was to disrupt and create cut through by being remarkably simple.

We do not stand with polluting the ocean. Implementing our thoughts into actions, our packaging is completely plastic free. We use fish scale plastic in our pouches which decomposes in 4 months. We chose to design our packaging like posters. The same kind of tone is maintained in the packs for introduction of the product. It tells a viewer what we stand for, while giving a peek into the product for understanding. The pouches are bright in colour and unique design help us differentiate our product from the existing ones in the market and to stand out.

The Concept behind the store is to give the feeling of a fish travelling in the sea to different sea beaches we choose as our locations. We have used a forty feet shipping container as our space, re-designed as a fish.

Our pop-up store is a space where we engage people with a DIY cooking bar and we also sell our product. They can also use the paper hanged to wrap their food to take along with them and write down notes and stick with the magnets. Our Audio-Visual is also displayed on the screen inside the store.

Our magazine “Un-hungry” deals with the issue up front.

With the objective of creating quarterly issues in order to spread awareness about the problem. It contains Articles, Interviews, a featured chef and recipes for our customers to connect better with the brand. With every issue a celebrity chef is interviewed and their special recipes to be prepared with Un-Hook meat.

We use seaweed paper in our A4 magazine and saddle stitch binding.