The Swiss Greentech FOOD2050 makes the effects of our food consumption on the climate visible. The app designed by coool visualizes the climate impact of food in degrees Celsius – transparently, intuitively and with positive motivation.
Instead of a moralizing undertone, the app and the accompanying ticker encourage people to contribute to achieving the global climate target of a maximum of +1.5 degrees by eating the right food.
Concept
User Experience Design
User Interface Design
1.5°C-compatible food
When it comes to food, we think of health, nutrients and calories, but rarely of the effect that what we are currently eating has on the climate. And yet, with a share of over 30% of climate-damaging emissions, this is a major lever for protecting the climate. According to an international study, 85 percent of consumers want to do this, but at the same time they see a discrepancy between their motivation and their lifestyle.
To do this, people need options that they can easily integrate into their daily lives – and this is precisely where FOOD2050 comes in. The company converts the climate footprint of menus into degrees Celsius and offers 1.5°C-compatible food options in places where many people come together to eat: in restaurants, canteens or university dining halls.
Intuitive UI-Design
Hungry diners can use a QR code to access the full range of dishes. The question ‘What’s your foodprint?’ introduces consumers to the topic of climate in a very accessible way. The intuitive color code of the thermometer – blue, yellow, red – shows at a glance whether the climate impact of a dish is low, medium or high.
Information and stories
Well-informed decisions: A Food Profile provides information about each dish, including the carbon footprint in °C, nutritional information and allergens. It also tells stories about the people behind the production. Finally, the feedback system allows menus to be evaluated and comments to be sent to the restaurant.
“We had an ‘aha’ moment during the FOOD2050 project: eating climate-friendly can work and taste incredibly delicious – without prescribing a specific diet to anyone. Above all, we were thrilled by how FOOD2050 positively motivates people and really whets their appetite for conscious eating.”
Tobias Kollmann, Executive creative director
Climate ticker for real-time display
Creating a positive impact together: In addition to the app, coool designed the climate ticker, which shows the climate impact of an entire restaurant or an event in real time. All visitors can continuously contribute to improving the climate impact day after day.
“We develop delicious recipes with a minimal ecological footprint, enabling restaurateurs to change the consumption habits of their customers. coool has implemented our concept in a way that is clear, intuitive and visually compelling for consumers.”
Christian Kramer, CEO und Mitgründer von FOOD2050
A nutritional guidance system through the entire customer journey
The design encompasses the entire hybrid customer journey and its roll-out in over 50 restaurants and canteens, as already at the University of Zurich and the museum restaurant of the Verkehrshaus in Lucerne. It has been extremely well received by consumers – with measurable success.
Further information on the implementation of the system is provided by the operating company zfv on its website in the article “Menu guidance system: zfv relies on FOOD2050”.
An Effective Answer to ESG Requirements
It is not only consumers who benefit from the well-thought-out solutions of FOOD2050. The platform also provides a powerful tool for food service companies to meet the increasing sustainability requirements of owners and clients with effective concepts and to position themselves credibly.
Visitors to Switzerland’s largest museum can not only discover the climate impact of their meals in the “Mercato” restaurant, but also taste delicious 1.5° food.
Climate-friendly and balanced
The collaboration with FOOD2050 continues. The company will expand the climate impact of a meal to include the dimension of balance. coool is currently working on a new symbol for this, but the intuitive color code will remain. This way, we can all eat not only delicious and climate-friendly, but also healthy food – it’s worth participating for all of us!