Orbit

Brand identity | Motion video | Web platform

Orbit is a data driven platform helps to identify opportunities in food waste for entrepreneurs, producers and investors to build green businesses. A service to provide solutions to reduce food loss and waste.

Developed with two fellow students, I was responsible for the brand design, motion video, and overall visual direction.

Research

We began with extensive secondary and primary research to understand the scale and causes of global food waste. According to the Food and Agriculture Organization of the United Nations, around one-third of all food produced is wasted, with fruits and vegetables accounting for 45% of this loss. Most surplus or imperfect produce is discarded or redirected to animal feed, despite being suitable for human consumption. Through field observations and interviews with farmers, buyers, and sustainability experts, we identified several systemic pain points.

Service concept

Our initial concept was a digital platform connecting farmers and buyers to redistribute surplus produce efficiently. We validated the concept through discussions with stakeholders. Their feedback guided us to refine the direction:

Focus on entrepreneurs and start-ups as key change-makers.
Build a system that encourages long-term partnerships across the food supply chain.
Design an open framework applicable to multiple waste streams from imperfect food to by-products.

These insights evolved into Orbit, a data-driven platform that transforms food waste data into business opportunities, connects complementary stakeholders, and fosters sustainable collaboration for a planet-positive future.

Brand identity

The brand name Orbit represents circular, continuous motion around a shared vision of reducing food waste and loss through collaboration. The goal was to create a visual language that made this complex system feel simple, structured, and engaging.

Initially, I designed an organic, brush-stroke style logo to convey movement and sustainability. After team discussions, I developed a refined version using clean lines and geometric balance, resulting in a more modern and versatile identity that reflected the collaborative nature of the service.

Service concept video

Working collaboratively with the team, I contributed to the storyboarding and voice-over scripting, then produced a motion graphic video that explains the service’s purpose and demonstrates how Orbit can help reduce food waste. The animation simplifies the system’s complexity, using clear visual storytelling to communicate impact and encourage engagement.

Web platform

Orbit is a data-driven platform that connects food waste statistics, research, market insights, and investors to identify opportunities for innovation. Its goal is to empower entrepreneurs and stakeholders to transform waste into value, stimulating green businesses for a planet-positive future.

The platform aggregates and categorises food waste data into actionable opportunities, which are then presented as open calls for collaboration. Stakeholders can connect, form partnerships, and co-create sustainable solutions that address global food waste challenges.

Orbit powers the food waste revolution by:

Creating new demand through the identification of food waste opportunities.
Connecting complementary stakeholders across sectors.
Initiating sustainable partnerships that turn insight into action.

Booth design

A booth was set up to showcase our project at the Work in Progress Show 2020 at the Royal College of Art. The space was designed with a natural, organic aesthetic to reflect the project’s sustainability values. A brief introduction to the service concept and a prototype of the web platform were displayed on a TV at the forefront, accompanied by physical products made from recycled food waste to highlight the project’s real-world impact.