Ugly Puzzle

07.2021

Project OverviewDon’t you want to change your perspective for Earth? Children puzzle to raise awareness of ugly crops for sustainable consumption.

Problem

20% of U.S crops are thrown away because it’s ugly appearance.
The amount of food that is abandoned because it has no market value and is not even sold accounts for 1/3  of the total amount of food consumption.
Despite efforts to reduce excessive and unnecessary food waste, Ugly Food - non-compliant crop that is discriminated against for its ugly appearance, even though it makes no difference in terms of taste and nutrition - is still deemed unworthy of consumption. However, buying ugly food movements and Food Repurb are being presented around the world to raise awareness, but campaigns to encourage actual consumption are often short-lived. Even processed foods (e.g. juices, bakery, dining) that use Ugly Food are not consumed for the long time haul, but rather as a spontaneous temporary purchase.

The solution to the problem starts with blurring the lines between “Ugly Food” and “Food”, defining Ugly Food as ‘Ugly’ to recognizing it as just “Food.” Once the distiction between the two is mixed, consumers will naturally focus on the essence of the crop, not its appearance. Just concentrate on simple question: is it a tomato, a paprika, or a bell pepper?

SolutionChanging perceptions of Ugly Food to drive sustainable consumption!
Early childhood perceptions influence the formation of positive emotions. I wanted to reduce their initial resistance by doing something natural and fun, not contrived or educational. Through play and experience, children aged 3-5 year old develop positive perceptions of Ugly Food and, based on their natural exposure, expand values that support sustainable consumption without discrimination. 

Ugly Puzzle fufill the role of a ‘kabe.’
It is a baic puzzle made up of interlocking pieces that can be put together in various combinations to create completely different shapes. The atypical shape of the parts fuels children’s imaginations. The same combination can look like an airplane or a puppy, depending on your point of view. In the end, children experience and recognize through play that while the apperance may change, the essence of an Ugly Puzzle does not.

Ugly Puzzle stimulate kid’s thinking from packaging to product. It uses cute typography and a pop of color to build anticipation. Ugly Puzzle has three components: puzzle, stickers, and guide cards. For parents who are educators of play and experience, the guide card includes instructions for use to build early awareness. Together with parents, children will discuss what an ugly food is through visual cards, and then give different opinions on what they look like. After the various synaesthetic stimuli, children will experience a gradual disappearance of their prejudices about ugly foods, and the play activities using Ugly Puzzle will help them retain these memories for a long period.

Constructing effective puzzle for children, I considered the size of the their hands, and applied into the shape and curves of puzzle. 

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