The Food 2030 initiative: Designing with produce


Designed by Snask agency for Swedish food retailer Axfood (Sweden’s second largest food retailer), the #Mat2030 (#Food2030) campaign aims to encourage individuals and businesses to push towards a “more sustainable bag of groceries”, says the studio.

The  #Mat2030 (#Food2030) initiative was launched to urge consumers, businesses and politicians (all decision-makers, basically) to work together to make food production more sustainable by 2030.



The Snask team explain that they started by creating the identity using the hashtag as the initiative logo.

“After that, we used groceries from the different categories of Ecological, Swedish, Vegetarian and Frozen and created headlines to be used in the campaign as well as printed material. The end result was very appreciated and the initiative is still as important and current as ever. We still need to change our behavior   for a sustainable future.”

Photography by Mattias Lindbäck
Food styling by Ylva Bergqvist






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