When posed the question: “What is something you would like to change, make better, and/or fix in our society, New York, or the world?”— I immediately knew that the issue I wanted to tackle was that of food insecurity. After much preliminary research, my proposed solution to remedy the increase of food insecurity amongst New Yorkers since the 2020 pandemic was to implement a fresh food delivery program. The program would primarily be housed within a mobile app and would work in collaboration with some of the city’s largest food rescue and donor organizations. I wanted to give the program’s members the ability to have food from local pantries and greenmarkets delivered to their doorstep with the touch of a button. With this in mind, The Parcel Pantry was born.

To bring this idea from concept to a tangible product, I first conducted both ethnographic and user experience research in order to further solidify the concept and build the brand strategy. Based on the findings of my research, I then designed the brand identity, collateral, user interface, ad campaign, and social media content for the program.