This is not
This Is Not… is a conceptual social campaign that challenges how we perceive everyday food by exposing the hidden presence of antibiotics within the food system. Using familiar imagery paired with disruptive statements, the campaign reframes common items to reveal a less visible reality behind their production.
The visual language combines bold typography with minimal compositions, allowing the message to take center stage across posters, social media, and physical applications such as tote bags and pins.
Each piece is designed to provoke a moment of pause, encouraging viewers to question what they consume and consider the broader impact of industrial food practices.
Through a unified system of visuals and messaging, This Is Not… explores how design can raise awareness and spark critical reflection on issues that often go unnoticed.
The project began with hand-drawn sketches, generating more than ten initial concepts to explore different visual and conceptual directions.
Over the course of development, more than fifty pieces were created across print and digital formats, including posters, stickers, pins, tote bags, and social media posts. This iterative process allowed the campaign to evolve through testing and refinement, resulting in a cohesive and focused final system.
Great ideas take shape through structure and intention.
Let’s create something that stands out.
