Beyond Meat

Company

Started in 2009 Beyond Meat was founded with the goal of helping to solve the climate crisis the world is facing by reducing the number of animals consumed.  Beyond Meat is an American based company that creates plant-based meat alternative products.  Through the creation of their products, they are working to offer a better and cleaner earth.  A Beyond Burger generates 90% less greenhouse gas emissions, requires 46% less energy, uses 99% less impact on water, and has a 93% less impact on land use than a ¼ pound of U.S. beef burger.

The Ask

Help Beyond Meat extend its brand past what it's already doing into something useful or beneficial for the world or a community.

The Method

To help the Beyond Meat brand grow we first researched the Beyond Meat brand and all about their values.  After we understood the brand we looked deeper into the problem of climate change which beyond meat is trying to solve.  Along with our primary research, my team and I also conducted man-on-the-street interviews, asking the general public what their opinions were on pollution and the climate change crisis we are facing. 

The Findings

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Target Audience

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Concept

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Strategy

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App

Sign in and profile

When the user first uses the My Environmental Footprint app they will be prompted to set up an account.  From here they will add basic information like their name and location so that they can track their CO2 from their trips and compare their overall CO2 contribution statewide.  They will also be able to add more in-depth information like their vehicles make and model and their energy star appliances so that they can get more accurate CO2 calculations.

App

Sign in and profile

When the user first uses the My Environmental Footprint app they will be prompted to set up an account.  From here they will add basic information like their name and location so that they can track their CO2 from their trips and compare their overall CO2 contribution statewide.  They will also be able to add more in-depth information like their vehicles make and model and their energy star appliances so that they can get more accurate CO2 calculations.

App

Sign in and profile

When the user first uses the My Environmental Footprint app they will be prompted to set up an account.  From here they will add basic information like their name and location so that they can track their CO2 from their trips and compare their overall CO2 contribution statewide.  They will also be able to add more in-depth information like their vehicles make and model and their energy star appliances so that they can get more accurate CO2 calculations.

Categories

After the user is signed in they can select from four different categories including travel, food, home, and retail where they can input information to track their CO2 usage.

Travel

The travel category has two options, public or personal, and from there the user can select the form of either transportation they are taking.  Once their transportation is chosen they can track the distance of their trip.

Food

The food category has three options, Meat, Dairy, and Alternative.  The user can then track meat by pounds, dairy by either an eight-ounce glass of milk, or cheese by slices, or cups and alternative products by either pounds, cups, or slices.

Home

In the home section, you track gas, water, and electric usage.  The user can either track their usage by either temperature or duration of time.  In the electric tab, they can also choose the type of tv that they are using for more accurate calculations.

Retail

In retail, the user will find a list of commonly purchased items that they can catalog what they purchased and the number of items bought.

Overview

On the overview page, the user can find their daily, weekly, monthly, and lifetime CO2 total.  The user will be able to see how much CO2 they contributed and compare it to the national and statewide totals.  Each of the four categories will also be represented by a portion of a pie chart that can be clicked to get a more in-depth breakdown of the user's CO2 contribution.

*Data from 2019 U.S. Census and the 2016 U.S. EIA

Tips

Useful CO2 reduction tips can be for how a person can improve their carbon footprint.

Suggestions

Here is a list of environmentally friendly products that people can purchase over what they currently use.

App

Brands are always looking to see how they can grow.  The goal of this assignment was to find a brand that we felt could expand itself beyond traditional advertising.  We were responsible for choosing a brand that we felt was being socially responsible and then create a way that we could convey that to consumers.

Brands are always looking to see how they can grow.  The goal of this assignment was to find a way for the Beyond Meat brand to expand itself beyond traditional advertising.  We were responsible for expanding what Beyond Meat already does and develop a way that they could be more useful or beneficial for the world or a community.  Then we had to create a way to convey their messaging to consumers.

My Role

Brand audit

Target persona

Brand briefing

Strategy and positioning creation

Strategic recommendations

Project management and oversight

Communication liaison

Environmentalist

Rachel Sherman: Strategist

Shelby Bass: Art Director

Mila Wizel: Art Director

Kelley Barrett: Copywriter

Ynes Bouck: Experience Design

© 2018 Cody Colvin

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