The Ultra Dilemma
Understanding the impact of ultra-processed food.
Ultra-processed food dominates the market, making up an estimated 73% of the national food supply and costing 52% less than healthier, minimally-processed alternatives. With such a large supply, there is a great demand to sell these products to consumers. Major food corporations rely on misleading labels, heavy marketing, and industry-funded research to manipulate consumers into buying more of their products. While these products are cheap, quick, convenient, and delicious, they are not components of a healthy diet.
The Project
The final deliverable of this thesis is a substantial branding project that satirizes the current US food system using humor and hyperbole. Within the fictional universe of the brand, Oltra has completely monopolized the industry and now manufactures severely unhealthy ultra-processed foods to unassuming customers. This parody draws attention to the manipulative strategies used by the real food industry to keep consumers loyal to unhealthy foods.
The full Oltra product line.
Atom Apple, completely lab-grown, 100% UN-natural.
Two sugary cereal brands made just for kids!
Is it creamy? Is it crunchy? Yep.
Can the Can Witch can the sandwich? Yes, she CAN can it!
Tastes like anything. ANYTHING.
The biggest, fastest meal you'll ever eat.
Delightfully impervious in every way.
100% drinkable liquid.
Look at all those tasty products!
This Oltra shopping basket adds to the immersion
They're not glowing, you're just seeing things.
The Oltra motto.
Postcards for sale!
