This project was a mix of critical, speculative, and story telling through design. I based my narrative around societies attitude to caffeine, and proposed near ridiculous scenario as my concept.
Are you a coffee drinker? Do you need a cup every morning to move on with your day? Not feel yourself until you’ve had that cappuccino? Thats because caffeine is addiction, and you’ve built a reliance on it! 450 billion cups of coffee were poured in 2014 alone, yet we as a society put it in everything, and use it during a lot of social interactions… “Want to go for a coffee?”
Caffeine actually has some bad side effects, that not many people are aware off, I realised this after using a probe questionnaire in my local Starbucks. These effects include long time insomnia, a varied amount of heart problems and diseases, increasing anxiety and blood level problems. So why is there not more awareness of this?
I looked closely at the stop smoking campaign from the NHS and the resulting effectiveness, how the number of smokers dropped after it was implemented, and decided I was going to propose a campaign for caffeine as well.
I based it majorly on the NHS stop smoking, however I treated it like any other addictive substance is seen in todays society, such as alcohol, drugs…
So I began by designing a logo, that would be plastered on anything containing more than 50mg of caffeine. It represents the insomnia, heart problems, and anxiety that comes with caffeine addiction, and its general image is unnerving enough to be memorable. I then designed coffee cup sleeves, with a similar image to the cigarette packet health warnings, as they were effective and persuasive.
The campaign is exaggerated and somewhat ridiculous, as obviously caffeine isn’t as dangerous as smoking or drinking excessively. However, I think its a good representation of societies progression and attitude today. For instance, when you look at the sugar tax etc. could this sort of thing happen in the future?
This was a really tricky project brief, but I enjoyed the new way of thinking, and not focusing just on the product but the concepts behind it.