Lingfei Cao

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Brooklyn, NY

% Supermarket
Brand Design
Printed Design
Web Design

The % Supermarket is a virtual market that doesn't sell food but offers people's attitudes and beliefs towards nutrition facts labels. Lately, the trend of a healthy diet become more popular, some people even make up "the delicious food only has 0 calories."

To find out the social phenomenon, I did extensive research on the history of nutrition and food labels, and realized that the words "calories" and "%" were universally known among people reading nutrition facts labels. As such, "%" could become the symbol of nutrition. By using a sans-serif typeface design and the combination with "%," I created a logo for the "% SUPERMARKET" to show the modern science of the supermarket. Following my user research, I collected nine different attitudes toward nutrition labels and designed nine human nutrition labels for each. These labels are the products offered by the market. Finally, to create the whole branding system, I designed a promotion list zine and a website for the "% SUPERMARKET."

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