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Using camping products asmain resources

“How to survive a catastrophe” by being able to cook for yourself or your family

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Can a Stove save lives?

In sub-Saharan Africa, preparing a meal is too often a slow, dirty process that fills the home with smoke equiv-alent to puffing two packs of cigarettes a day. Danish biotechnology firm Novozymes is trying to combat these threats by building stoves that burn ethanol, rather than wood, in Mozambique. The company announced an ambi-tious goal at the Clinton Global Initiative this week: to provide alternative cooking fuel to 20 percent ofMaputo, Mozambique’s capital, by 2014. The company, known for making enzymes for biofuels, is partnering with the “food, energy and forest prevention company” CleanStar Ventures to offer an alternative ethanol-fueled stove and a locally-based system for producing the fuel. In sub-Saharan Africa, 80 percent of homes burn charcoal or other biomass for cooking fuel, closer to cooking over a campfire than a kitchen range. To provide the charcoal for all those smokey ad hoc stoves, farm-ers have to chop down astonishing numbers of trees, which makes eating a danger to the planet, too. Already almost a third of Africa’s forests have been lost, mostly to charcoal harvesters. Numerous companies are design-ing and producing cleaner stoves—the Global Alliance for Clean Cookstoves lists several. Many tackle the pollution problem by burning biomass more efficiently than open flame, thus consuming less wood and spewing

less smoke. A few, like the BioLite stove, offer extras like electric power, enough to charge a cell phone anda fan that further helps reduce the poisonous plumes. But moving people away from wood-burning stoves alto-gether could solve several issues at once. The biggest challenge to the Novozymes project is that it requires production of mass quantities of ethanol. “The development of a robust ethanol production, supply and distribution chain would be a necessary precursor to the widespread adoption of ethanol as a cooking fuel in Sub-Saharan Africa,” says Radha Muthiah, executive director of the Alliance. So Novozymes is working to develop a fuel production system and train people to harvest sug-ary plants that produce ethanol. “Instead of therural families slashing trees and making charcoal, they are going to become farmers,” says Thomas Nagy, No-vozymes’ executive vice president. This project is notable because it applies systems thinking to make asustainable, profitable cycle from local inputs and local ownership. “We expect the farmers to increase their daily

income by a factor of four, five, six times,” Nagy says. Many families make $1 a day or less harvesting charcoal, and grow just enough food to eat themselves because there isn’t an adequate market system for selling excess.“There’s no incentive for them to grow more, because there is no market,” Nagy says. “We are going to estab-lish a sustainable agriculture community.” Rural farming families will get access to an agri-forest system where they can grow cassava, beans, peas and other crops without cutting down trees. The beans and peas capture

alex goldmark at good magazine

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nitrogen from the soil, so they are used as rotation crops with the cassava, and can also be sold. CleanStar will buy any excess beans, peas and various fruits from thefarming families. “We will then dry the fruits and package it ... and trans-port it to Maputo where it is sold,” Nagy says. The cassa-va will be combined with Novozymes’ specialty, enzymes, to become a clean burning ethanol for the stoves. Five hundred families who own small plots of land are already trading with CleanStar as part of the project. To make large-scale cassava farming profitable, enough Maputo residents have to ditch their smoky culinary habits and switch to the company’s ethanol stove. Cooking over an ethanol stove is a different experience, and many families resist the switch. Plus, the stove costs $30, a pretty steep price for families earning a few dollars a day. To make large-scale cassava farming profitable, enough Maputoresidents have to ditch their smoky culinary habits and switch to the company’s ethanol stove. Cooking over an ethanol stove is a different experience, and many families resist the switch. Plus, the stove costs $30, a pretty steep price for families earning a few dollars a day. “In a country with a per capita GDP of around $1,000, users cannot be expected to pay $30 upfront for a stove,” says Muthiah of the Cookstove Alliance. “At the same time, substantially cheaper stoves are not likely toprovide substantial health or environmental benefits.” That’s why she says public education must be included in plans like this one, so users are aware of better options.

Innovative financing for customers is also crucialconsidering the high price, she says. That could mean discounts earned from carbon offsets, micro-loans, or other access to credit for businesses along the supply chain, especially women-run enterprises. Novozymes and CleanStar are working with one such company, Zoe Enterprises, a female-founded local firm charged with distributing, marketing, and generally per-suading the mothers of Maputo that cooking with ethanol is worth the extra cost. The pitch? It’s cleaner, faster and, in the long run, might even be cheaper. Charcoal is getting more expensive as the forests near Maputo dwindle. As transport costs for charcoal increase, so does the price. That’s part of why Nagy is optimistic Novozymes can scale up. By 2014, the partnership hopes to have 3,000 farmers, providing fuel for 80,000 households. The total market for alternative cooking fuel in sub-Saharan African, he says, is around $10 billion. That’s big change, and big business. “Our hope is that we can show to the world that this is a very very sustainable business model,” Nagy says. “Not only sustainable for [the] environment, deforestation, and health issues, but also that the joint venture is actually able to make money.”

recap* In Sub-Sahara Africa, 80% of residents burn charcoal in their kitchen or home. Which is equivalent of smoking two packs of cigarettes a day.

* In order to provide for this large number of charcoal, farmers have to cut down massive amounts of trees. Almost a third of Africa’s forest has depleted. * In Sub-Sahara Africa, some residents have adopted ethanol for cooking. If more people would harvest ethanol instead of charcoal, not only would they not be cutting down trees, making more money as workers, but they would also invest in their local community. * Two conflicts arise as the residents do not want to make the switch and ethanol stoves are roughly $30.00, which is very expensive for most families. * As more and more charcoal is produced, it gets more expensive because the less trees available. * The Novozymes organization hopes to have a partner-ship of 3,000 famers by 2014, which would account for 80,000 households using ethanol products , and also bringing in $10 billion to the community.

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Idea Mapping

consumer buys

emergency kit

partial

proceeds

go to organization

artisan insub-sahara

africa receives

$ to make ethanol

stove and keeps some profit.

artisan then

gives a family inneed the stove

free of charge.

consumer also receives a pamphlet on charcoal issue

and is also informed

that part of their purchase

will go to this cause

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Idea: A “How to Survive a Catastrophe”. An Emergency cooking kit for a family to use anywhere. Inspired by camping cooking kits.

Photo Research

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Packaging Opportunities

hexagon stovehexagon stove

hexagon stove folded up (lays flat)

thunderstorm

proof matches

plates

can openers

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+ Pamphlet (promoting cause) Brand Identity

cups

spork

biomass wood bricks

(burning agent)

→ bag can bea differentmaterial

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Target Market

Where it be sold?

What will the organization be called?

all families

patagonia, rei, whole foods,

moxie

moxie = energy, courage determination

Logo Development

MOXIE MOXIEmoxiem o x i e

MOXIE MOXIEMOXIE MOXIEmoxie moxieMOXIE moxiemoxie moxiemoxie M OX IEMOXIE moxie

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MOXIE

moxie

moxieMOXIE

MOXIEmoxiemoxie

MOXIEMOXIE

MOXIEmoxie

moxie

Favoritesgotham rouned

bodoni poster italic

verlag xtra light

type1451

planer

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Potential Packaging Sketches

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Inspiration

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Stove Options

alcohol burning stove

pros:-self sufficient

-only matches required

-safe

cons:medium burning temperature

esbit (used a lot in wwii)

pros:-small, lightweight

-can burn a good flame

cons:-agent required

-easy to lose

-can be dangerous to children

hexagon stove

pros:-foldable, could fit in a bag

-can burn anything you put in to it(wood, bark, tinder, paper, etc.)

cons:-steel could burn someone severely

-clean up would be messy

-clunky look by design

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JUST IN CASE72 HOUR EMERGENCY COOKING KIT

JUST IN CASE72 HOUR EMERGENCY COOKING KIT

JUST IN CASE

J U S T I N C A S E

J U S T I N C A S E

J U S T I N C A S E

J U S T I N C A S E

J U S T I N C A S E

J U S T I N C A S E

J U S T I N C A S E

J U S T I N C S E

J U S T I N C S E

We all don’t like to think about the unthinkable, but, taking precaution for our families is important. This kit has all you need to cook food should something happen.

We all don’t like to think about the unthinkable, but, taking precaution for our families is important. This kit has all you need to cook food should something happen.

We all don’t like to think about the unthinkable, but, taking precaution for our families is important. A Just in case kit has all you need to cook food should something happen.

A Just in Case kit includes:

TWO COOKING POTS

STOVE

DENATURED ALCOHOL

FOUR SERVING PLATES

FOUR EATING UTENSILS

STORM PROOF MATCHES

COOKING MIT

We all don’t like to think about the unthinkable, but, taking precaution for our families is important. This kit has all you need to cook food should some-thing happen.

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Logo Exploration

(CANT FIGURE OUT WHERE TO PUT TYPE YET)

A BOX OR “CASE”WITH A BAND AROUND IT

KEEPING IT TOGETHER

µ

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JUST IN CASEJ U S T I N C A S E

j u s t i n c a s ej u s t i n c a s ej u s t i n c a s ej u s t i n c a s eJ U S T I N C A S E

J U S T I N C A S E

J U S T I N C A S EJ U S T I N • C A S EJ U S T I N C A S E

J U S T I N C A S EJ U S T I N C A S EJ U S T

I N C A S E

j u s t i n c a s e

J U S T I N C A S E

J U S T I N C A S E

J U S T I N C A S E

j u s t i n c a s ej u s t

i n c a s e

J U S T I N C A S E

J U S T I N C A S E

J U S T I N C A S EJ U S T I N C A S E

J U S T I N C A S E

j u s t i n c a s e

just incase

Logotype Exploration

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SAFE LIFESAFE LIFE

safe life

safe sparksafe spark

safe spark

safe life

safe life

SAFE LIFE

safe lifesafe life

safe life safe lifesafe lifesafe life

safe life

SAFELIFE

SAFELIFE

SAFELIFE

SAFELIFE

safespark

safe life

SAFELIFE

7 2 H O U R E M E R G E N C Y K I T

safe sparksafe spark

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Package Sketches

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Sketch Experiments

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Packages create a shelter

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Roll-out and ready to go

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Package Sketches

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Testing out the kit

Bigger pot without lid

Bigger pot without lidDaylight Cooking Flame is invisible

Smaller pot without lid water boiling

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Key Discoveries & Insight

* Stove must use Denatured Alco-hol, no exceptions, stove is meant to be fueled by denatured alcohol, other liquids such as gasoline can cause an explosion. * A burning a flame from dena-tured alcohol can typically only be seen at night or in shade. The user should be informed to try and use this equipment with not a lot of sun if possible, and preferably at night (dinner). Being able to see the flame is not necessarily es-sential, but it is a bit safer, should a teenager or young adult have to use it.

* 4oz. of denatured alcohol in the stove burns for about 12-15min-utes, enough time to boil water, cook beans, or purify water. *The flame will burn closer to 15 minutes if it is not coming in con-tact with a stove of any kind. An open flame would come in handy to keep people warm in a disaster situation. *The bigger pot never really got hot enough to boil water unless it had the lid on to keep heat in. *The equipment takes about 5-7 minutes to cool down.

*Using the stove has yielded some thoughts one what could be in-cluded with the kit. * LONGER TONGS * A RAISED PLATFORM TO COOK ON * POSSIBLY PROTECTION FOR YOUR HANDS, (OVEN MIT)

Open Flame

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Physical Processes

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J U S T I N C S E

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JUST IN CASE

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7 2 H O U R E M E R G E N C Y K I T

JUST IN CASE

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Graphic Studies

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J U ST I N C S E7 2 H O U R E M E R G E N C Y C O O K I N G K I T

CO

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ST

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MP

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4 P

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JUST IN CASE IS COMMITTED TO BRINGING YOU QUALITY FOOD IN A TIME OF NEED. ALL OF OUR FOOD IS CERTIFIED ORGANIC AND WHOLESOME.

SPAGHETTI WITH MEAT SAUCE

freeze dried

JUST INCSEOPEN PACKAGE

WITH TAB

POUR CONTENTS

IN TO BOILING WATER

LET COOL

AND SERVE

NET WT. 4.51 OZ (128G)

INGREDIENTS:ENRICHED SPAGHETTI (DURUM SEMOLINA ENRICHED WITH NIACIN AND IRON), ORGANIC TOMATO PASTE, ORGANIC COOKED BEEF, 2% OR LESS OF SOY FLOUR, ORGANIC MILK & CHEESE, CREAM, SALT, SODIUM PHOSPHATE, SUGAR, SEA SALT, VEGETABLE PROTEIN, BREWERS YEAST, WHEAT GLUTEN, SPICES, ONION POWDER, GARLIC POWDER, AND SOYBEAN COLOR.

JUST IN CASE INC. P.O. BOX 1048,LOS ANGELES, CA

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Main Package Template