US households waste 76 billion pounds of food per year. I developed a print ad poster and matching billboard to message the importance of food waste. My goal was for the message to be actionable for anyone who reads. I focused on something everyone can do to help save our planet - paying attention to our individual food waste.
The challenge was to treat the typography as a graphic piece to further deliver this message, not just as type itself. I developed a typeface using tomatoes and assembled the worlds on the poster to highlight this fact using food itself.