Client
Media Design School
What was delivered
Social Media Campaign
Brand Strategy
Brand Identity
Website Design
Creative Team
Joshua Ward
Media Design School
What was delivered
Social Media Campaign
Brand Strategy
Brand Identity
Website Design
Creative Team
Joshua Ward
Tackling food waste, food poverty, and social fragmentation in New Zealand by repurposing surplus food to feed those in need and creating inclusive communal spaces that foster a sense of community and trust among diverse individuals
In response to the rising cost of living, which has increased by approximately 7.7% annually, and the alarming statistic that New Zealand households waste 330,000 tonnes of perfectly good food each year, I was tasked with designing a solution to address student hunger. The result is Community Lane, a pay-as-you-feel dining concept that allows students in need to access home-cooked dinners, fostering a sense of community and support.
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This project was developed during my third year at Media Design School.
The approach
With the average student allowance in New Zealand being $300, many students find themselves in a dire financial situation. After covering all necessary expenses, they are often left with a deficit of $19, leaving them with two difficult choices: take on a part-time job or face hunger.
To address this issue, I designed Community Lane, a pay-as-you-feel dining concept. This innovative solution allows students to access nutritious, home-cooked meals without the financial strain, ensuring no student has to choose between working long hours or going hungry.
Social Media Campaign
To promote Community Lane and ensure students are aware of this valuable resource, I conceptualized a dynamic social media campaign centered around QR codes and the promise of free food. Featuring eye-catching graphics and engaging content, the campaign encouraged students to scan QR codes placed strategically around campuses and popular student hangouts.
By scanning the codes, students could instantly access information about Community Lane, view the daily menu, and learn how the pay-as-you-feel system works. To further drive engagement and grow our follower base, the campaign included a giveaway of a $100 Woolworths voucher, where students could enter by tagging a friend and following our social media accounts. This strategy aimed to increase awareness, foster community support, and make it easy for students to enjoy nutritious, home-cooked meals without financial stress.
To promote Community Lane and ensure students are aware of this valuable resource, I conceptualized a dynamic social media campaign centered around QR codes and the promise of free food. Featuring eye-catching graphics and engaging content, the campaign encouraged students to scan QR codes placed strategically around campuses and popular student hangouts.
By scanning the codes, students could instantly access information about Community Lane, view the daily menu, and learn how the pay-as-you-feel system works. To further drive engagement and grow our follower base, the campaign included a giveaway of a $100 Woolworths voucher, where students could enter by tagging a friend and following our social media accounts. This strategy aimed to increase awareness, foster community support, and make it easy for students to enjoy nutritious, home-cooked meals without financial stress.
Restaurant Design
As part of Community Lane, we introduced trial dinners to address the high rates of student mental health challenges and isolation, with 83% reporting negative impacts on academic performance and two-thirds experiencing loneliness, attributed in part to pandemic measures. To enhance this experience, we designed custom buzzers for table service, unique chef apron designs for identity, and a vibrant food truck concept. Our menus focus on nourishment and comfort, fostering a supportive community space for students to combat isolation and prioritise well-being.
As part of Community Lane, we introduced trial dinners to address the high rates of student mental health challenges and isolation, with 83% reporting negative impacts on academic performance and two-thirds experiencing loneliness, attributed in part to pandemic measures. To enhance this experience, we designed custom buzzers for table service, unique chef apron designs for identity, and a vibrant food truck concept. Our menus focus on nourishment and comfort, fostering a supportive community space for students to combat isolation and prioritise well-being.
