Food waste has been a serious problem for a long time, 7 million tonnes of food is estimated to be thrown away by households in the United Kingdom every year. These precious nature gifts should not be taken as granted and we should reduce food waste as much as we can. This project aims to devise a sustainable product brand using food waste to help the planet.

The container of the ink used recycling glass which are shaped into the appearance of respective food. Our brand is inspired by the kawaii (cute) culture in Japan, one of the top 20 countries in global sustainability ranking. Adorable things attracts a wider audience and make people feel happy by having them, which helps increase the sales and reduce food waste.