With increasing evidence linking larger portion sizes with unhealthy diets, we saw an opportunity to make a difference through design. If we could understand the root cause of the issue, we could develop a solution to fix it.
Through in-depth research and observation, we soon uncovered our answer: portion size information on packaging is hard to understand. Plus, no one but the ardent dieter wants to dose out individual ingredients. Meanwhile, most people under-estimate the amount of fruit and veg needed to reach the recommended 5-a-day goal.
Guided by these insights, we went forward with a vision to design the perfect everyday tool for approximating healthy portion sizes.
The result was Divide Equally - a range of intuitive tools designed for home cooks to use on a day-to day-basis. As part of the range, we designed ‘Cone’ - a set of simple, silicon disks that measures the recommended portion of your selected ingredient. Available in each of the three major food groups, cooks need only to select the ingredient and roll up the cone to find the right portion.
Meanwhile, markings on our Divide Equally chopping boards allow users to visualise the size of one portion of leafy greens according to the 5-a-day guidance.
Confident in the potential of our product range, we pitched Divide Equally as part of the Design Business Association & Royal College of Art’s design challenge. The products were met with a positive response. Almost immediately after the pitch, Divide Equally garnered interest from major retailers who sought to licence the range and join us in our mission to promote healthy eating.
+ Inclusive design
Whilst inclusive design has many definitions, to us inclusive design is simple - it's just good design.
Our people centric philosophy inevitably means that we consider the needs of the broadest consumer range - without prejudice - it's part of our DNA.
For over two decades we have partnered with leading Inclusive Design academics and supported internal design teams to champion design inclusion within global brands.
