Interception is a branding identity and strategy project created for University of the Arts London Earth Week, encouraging students to explore vegetarian food choices through humour and visual communication. Designed in collaboration with Zihao Zhang, the project uses playful branding, character design, and intervention-based graphics to interrupt automatic meat consumption habits and promote more sustainable eating behaviours.
Alongside posters, motion graphics, and environmental applications, the project also introduces a collectible toy reward system designed to encourage repeated participation and gradually influence students’ eating habits in a more engaging and accessible way.