Nils Bjorkman is a 22-year-old BA Advertising and Brand Design graduate from Ravensbourne University London. His final project is called Lidl Meal.
Design Week: Can you explain your project and motivation for doing it?
Nils Bjorkman: I decided to undertake this project due to my Scandinavian background. We don’t have meal deals, and I believe that a healthy meal routine is a necessity to perform at the highest level. The goal of the project was to modernise the consumption of meal deals for students. Meal deals are an essential part of British culture, but they are outdated. While they present a quick and affordable meal option, they lack in nutrition. A bag of crisps, a triangle sandwich and a soda, for lunch?
The UK government wish to half the number of obese teens by 2030, and Lidl Meal can help to reach this goal. The Lidl Meal will allow students to eat high-quality meals without breaking the bank. The healthy meal deal options would be conveniently sold from vending machines in universities for students.
I aimed to use Lidl’s current colours in a bold and eye-catching way. Lidl Meal’s iconography consists of a deconstructed version of Lidl’s circle logo, indicating transformation, the food plate model and adaptation to consumers’ different needs. It is also indicates sustainability, through the changing appearance of the circle.
The logo itself is the circle halved, which can form an M for Meals as well as referencing the goal of reducing teen obesity by 50% by 2030.
Lidl Meals is just as good for the environment as it is for the consumer. The packaging is environmentally friendly, comprising Notpla paper, which is a seaweed-based packaging that is 100% biodegradable and renewable.
DW: What was most challenging about the design process?
NB: I’d say that the hardest part of the design process was to retain brand awareness while modernising the identity of Lidl. It could have remained the same as it currently is, but I wanted to make it modern to attract attention from the new generation. I created all the assets in 3D, which required a lot of attention to detail.
DW: Where do you see your design career in the future?
NB: I see myself working at a great agency that allows me to continue to develop and utilise my curiosity. I enjoy challenges and learning new things, and I don’t want that to stop.
Check out other graduate projects from this year’s cohorts here.