Created as part of my MA Graphic Communication (short project), Starve the Bin is a campaign concept for Company Shop that turns city-centre passers-by into “Rescue Heroes”, proving surplus food isn’t second-best, it’s simply misunderstood. Instead of guilt-tripping people about waste, the idea flips the story: waste becomes the villain (the Binvader), and saving surplus becomes fun, safe, and instantly rewarding.
Project Overview
As part of my MA Graphic Communication, I responded to a live brief from Company Shop: how do you get students and families to stop seeing surplus as second best and actually try it? My answer was StarvetheBin; a campaign that makes surplus feel like a positive deal, not a lecture.
At the centre is the Binvader, a greedy waste villain, and a street experience where people physically “rescue” character boxes from being binned. Each box includes a mini story (how it became surplus and why it’s still good), stickers, character cards, and a clear CTA to visit Company Shop with rewards to create instant momentum. The visual system is bold, warm, and built for public attention: bright colour blocking, friendly typography, and a character universe that makes the message stick.
Design Solution
