Yuhuan Xu

Bring Veg Back

Graphic Design - MA

School of Design

oh994xh@gmail.com

Yuhuan Xu's Project blog

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Photo Shoot for Project Promotional Posters and Publications

Project description

Bring Veg Back explores how people’s relationship with vegetables are formed and how they can be rebuilt. Instead of relying solely on health messaging or nutritional information, the project creates interactive and participatory experiences that invite people to engage with vegetables in new ways. Through a publication, a social media campaign and a reward-based dining experience, it encourages curiosity, conversation and gradual behavioural change and gradually bring veg back to the dinner table.

A participant engaging with the Bring Veg Back interactive campaign board in a kitchen setting.

Three-Stage Journey

Bring Veg Back unfolds across three stages: Discover, Participate and Experience. Discover explores how food preferences and vegetable aversion are formed. Participate encourages people to reconnect with vegetables through interactive activities and social engagement. Unlock rewards participants with a curated vegetable fine dining experience.

Poster introducing the three stages of the Bring Veg Back campaign: Discover, Participate and Unlock.

A ring-bound publication from the Bring Veg Back project, shown open with a page being turned alongside the book cover.

BEFORE WE SAY NO

The publication marks the first stage of Bring Veg Back, inviting readers to explore how vegetable aversion is shaped by childhood memories, visual perceptions, social narratives and personal experiences. Through research, stories and reflective prompts, it encourages readers to question long-held assumptions and begin rebuilding their relationship with vegetables.

Selected spreads from the Bring Veg Back publication showing research, photography and editorial design.

The publication (130 × 200 mm) was produced using RGB fine art inkjet printing on German Gmund Etching paper. Two holes were punched at the upper and lower left corners and secured with metal binding rings, allowing the book to lie flat for reading.

Interactive Campaign

Designed as a 21-day journey, the campaign board guides participants through a series of small, achievable activities. Each completed task encourages exploration, conversation and shared experiences, gradually rebuilding relationships with vegetables through everyday participation.

A large billboard displaying the Bring Veg Back campaign message

Mock-up of the Bring Veg Back social media campaign displayed across multiple smartphone screens.

Smartphone mock-ups displaying the Bring Veg Back Instagram campaign and social media content.

Fine Dining Experience

The final stage rewards participants with an invitation to an exclusive vegetable fine dining experience. Bringing together the discoveries and interactions from the previous stages, the meal offers a new way to experience vegetables through carefully curated dishes, celebrating the journey of reconnecting with them.

Materials for the final Bring Veg Back dining experience, including a personalised invitation, a printed menu and a digital invitation shown on a smartphone.

Sometimes bringing vegetables back to the table begins by changing the way we experience them. Bring Veg Back invites people to rediscover vegetables with curiosity and openness, recognising that giving them one more chance matters more than learning to love them.