During my time studying for my MA, I completed a module on Rethinking/Remaking. It was during this module that I explored the theory of consumer habits. As a result of my research, I created a brand campaign called "Chewing Feelings" which aimed to raise awareness around emotional eating.
I shared my own experiences with emotional eating and expanded the campaign to reach women throughout London.
I shared my own experiences with emotional eating and expanded the campaign to reach women throughout London.
- My primary objective was to gain an understanding of how women develop automatic behaviors in response to marketing and environmental stimuli. These habits are influenced by various factors including convenience and emotional connections.
- To create the "Chewing Feelings" brand I used the concept of habit formation, specifically the "habit loop" (cue, routine, reward). This helped reinforce positive consumer habits and was a key pillar in the creation of the campaign.
- While I showcase my reasearch results, I have included hand drawn illustrations made by the graphic designer Efraim Kanellopulos. They visualise the storytelling through the story of a girl and her relationship with food.