Play Food from the Future
A Tasty Shift
in Perspective
Client
WIN WIN -
Play Food From The Future
Gothenburg Sweden
WIN WIN Gothenburg Sustainability Award 2019
How do you change what the next generation is willing to eat? You let them play with it.
For the 2019 WIN WIN Gothenburg Sustainability Award, themed around Sustainable Food, we created Play Food from the Future — a series of 3D-printed toy foods designed to familiarize kids with the sustainable staples of tomorrow: insects, algae, powders, and lab-grown alternatives.
Sustainability in food is a complex, global challenge. Achieving the UN’s goal of cutting food waste by 50% by 2030 will require a shift not just in production — but in mindset. Especially when it comes to what we put on our plates.
By turning unfamiliar ingredients into playful, tactile experiences, we aimed to spark curiosity and normalize new food behaviors from a young age. Because to change the future of food, we have to change how we feel about it — starting early, and starting with joy.
At Cheil Nordic, we were responsible for the physical design. I led the design team throughout the project, collaborating closely with Forsman & Bodenfors and Happy to bring the vision to life.