The design agency e-Types was asked to develop a concept to improve food culture, health and therefore the learning environment in Copenhagen's primary and lower secondary schools.
Many pupils at primary and lower secondary school eat unhealthy lunches, if any, which makes them restless in class and lead to a poor learning environment and a poor food culture in the long term. Copenhagen Municipality therefore wanted to create a new school lunch concept that could promote a healthy and positive eating culture at the schools.
The design company e-Types was entrusted with the task. One of the company's basic philosophies is that it is easy to make something look good; the challenge is to develop a strong visual identity that can carry the idea through. The challenge for e-Types and Københavns Madhus, responsible for providing healthy and tasty meals to all citizens of Copenhagen who receive food from the municipality, was to create a universe around the school lunch scheme that could make children, young people and their parents interested in healthy and challenging food.
The result was the EAT concept, which has been given its own brand and design. Campaigns, school stalls, lounges, packaging, clothing, teaching material and merchandise constitute the universe around EAT and invite the pupils to create their own expressions.
One of the basic ideas behind EAT is that attractive staging is necessary if teachers are to identify opportunities for learning and pupils are to have a chance of identifying with the concept. It is also important to provide an opportunity for pupils to spend time together while eating. Therefore, style, atmosphere and co-ownership are essential ingredients in the eating area.
The campaign has reduced the number of conflicts and improved the learning environment. The school kitchen has become a new focus for learning, and EAT has put food and food culture on the agenda at the individual schools. EAT has also created a subsidy scheme providing financial assistance for the school lunches to the poorest families. The previous school lunch scheme was used by approximately 6% of the pupils, whereas EAT counted 20% of the pupils at the 13 campaign schools as users 18 months after the launch of the campaign.