Lidl Meal - Final Major Project
A brief written by me to modernise meal deals and launch them for lidl.
Background
Meal deals have deep roots in British culture, however, they are outdated. A bag of crisps, a triangle sandwich and a soda. Lunch? 1/3 of teens are considered obese when leaving primary school. In 2030, the government wish to half the number of obese teens. To do this, school meals have restrictions to breaded meals, fried dishes and a low tolerance for snacks or drinks with added sugar.
Challenge
Create the concept of Lidl meals and branding it. Following a social media launch to gain awareness.
Solution
The creation of Lidl meal, a part of the Lidl 2030 initiative to halve the number of obese teens. The lidl meal will allow students to eat high-quality meals without breaking the bank. Healthy meal deals for students and the planet are conveniently sold from vending machines in universities.
Insight
Meal deals are outdated
Creative proposition
Transforming health.
Lidl meals provide teens with nutritious food that can change their performance. The packaging is environmentally friendly by using Notpla paper, seaweed-based packaging that is 100% biodegradable and renewable. Together Lidl meals can transform the health of students and the environment.
The use of Lidl’s current colours in a bold and eye-catching way. Iconography is the circle from Lidl’s logo deconstructed, indicating transformation, the food plate model, adaptation to consumers’ different needs and Lidl being a modernised brand. Furthermore, it indicates sustainability, the life circle changing appearance.
The logo itself is the circle halved, forming an M as well as the goal of reaching a 50% reduction of teen obesity in 2030.
Visual language
