project background
Granatum is a design collaboration between UCI School of Medicine and LCAD. Researchers from UCI sought ways to help inform people of their risk and encourage participation in their All Of Us cancer research platform.
Thus, this project helps tackle the issue of colorectal cancer within the Iranian-immigrant community. There is data suggesting that their risk of this cancer increases as they immigrate to western countries due to the adoption of western dietary and lifestyle habits. Granatum offers a plant-based meal kit that provides this demographic the opportunity to create meat-free versions of cultural dishes. This community is also underrepresented in cancer research and thus Granatum brings the conversation of health and cancer within this population to light. The branding features the pomegranate - a significant fruit within the culture. The name “Granatum” comes from the name of the pomegranate flower: punica granatum.
I conducted research on various immigrant groups and their risk of cancer. I came across a study in the NIH by Parvin Yavari et. al that suggested the risk of colorectal cancer faced by Iranian immigrants increases as the immigrate to western countries.
Additionally, according to the Migration Policy Institute, over half of all Iranian immigrants in the U.S. live in California with 1/3 living specifically within Southern California. Thus, I decided this would be an excellent target demographic to focus on for UCI’s goals.
I then explored and ideated various ways I might tackle this such as via cookbooks and information campaigns, eventually settling on a meal kit.
the process
In addition to what has already been covered, this kit is completely bilingual (Farsi + English) to ensure no language barriers inhibit the desired outcome. Additionally, kits are color coded depending on the type of meal they offer. Entrees are red, side dishes are orange, and desserts are turqouise. However, brand consistency is maintained in several ways such as via consistent print + pattern application and the use of Granatum’s signature “pomegranate red” color on all products.
Further, the design and colors are pulled from examples of Persian art and architecture. This allows Granatum to celebrate this rich culture whilst encouraging change without isolating consumers.
more about the meal kit
