Mimica
In countries like the UK, 60% of wasted food is still perfectly safe to consume. By creating accessible, affordable freshness indicators for all types of perishable products, from food to pharmaceuticals, Mimica aims to become the globally recognised mark of freshness. Mimica Touch is a patented label that tells you exactly when food spoils. It is calibrated to degrade at the same rate as food and adjusts to conditions along the way. Mimica offers a freshness indication solution that reduces waste, improves safety, and is more accessible.
- Product DesignSustainable
Country
- United Kingdom
Client
- Mimica
Executive Producer
- Jessica Zoogaib
- Anna Bulman
Strategist
- Joshua Daghir
Strategy Director
- Marissa de Miguel
Senior Experience Designer
- Martin Spurway
Senior Copywriter
- Pete Brown
Design Director
- Cris Mascort
Senior Visual Designer
- Oriana Gaeta
Creative Director
- David Isaacs
MD of Partner Engagement
- Pam Yang
Product Design Partner
- Morrama
Founder and Director
- Solveiga Pakštaitė
CEO
- Laurennce Kayson
COO
- Lawrie Matthews
Advertising Agency
- Mimica
- R/GA London
In countries like the UK, 60% of wasted food is still perfectly safe to consume. By creating accessible, affordable freshness indicators for all types of perishable products, from food to pharmaceuticals, Mimica aims to become the globally recognised mark of freshness. Mimica Touch is a patented label that tells you exactly when food spoils. It is calibrated to degrade at the same rate as food and adjusts to conditions along the way. Mimica offers a freshness indication solution that reduces waste, improves safety, and is more accessible.
Comment from D&AD Community
Adding just two days of shelf life to products can cut food waste by 50% – this ingenious solution is today's answer and tomorrow's solution to reducing food waste. It is accurate within hours and is in the cost bracket that should encourage its adoption. I, for one, really hope it is.
— Stefan Knox, Founding Director, Bang Creations