An interactive digital experience created to promote NotCo's newest product: Not Hangover.
Team: Shanall Sneed(research, copywriting) & Breanna Dulay(research, design)
Big Idea & Rationale
The NotCo brand is based off of AI generation and human interaction to figure out good and usable recipes for a sustainable and plant based lifestyle. Our main goal was to promote their hangover cure, Not Hangover, in the best and most interactive way possible for their intended target group. Our thought process was to be able to track one's drinking experience throughout the night, so they can get an accurate read on what hangover cure they would need from NotCo for the next morning. For this application we combined the brand identity of NotCo and the AI technology of "Giuseppe" to provide the best and most intuitive user experience. Through this technology, Not Tracker helps promote safe and responsible drinking, as well as the best and most accurate hangover remedies.
Initial Thinking:
The basis of our competition entry was an innovative concept: an interactive slider designed to promote Not Hangover products on a website. This slider allowed consumers to input their drink consumption throughout the night, facilitating a hangover remedy. As we thought deeper, we envisioned a richer brand experience. Our solution? An efficient mobile app enabling users to seamlessly track their drink intake in real-time. This ensures an accurate count for the perfect hangover remedy, all powered by AI. This evolution from website to mobile app showcases our commitment to innovation and user-centric design.
Brand Research:
Originating in Chile, NotCo stands at the forefront of culinary innovation, utilizing artificial intelligence to redefine plant-based foods. At its core lies an algorithm named Giuseppe, which learns to harmonize an infinite array of plant combinations to replicate the taste, texture, and functionality of animal products, without compromising on sensory experience or nutritional value.
Key Objectives of Brand:
"Change the everyday": Making plant-based options accessible and enticing to consumers worldwide.
Creating tasty, affordable, and sustainable plant-based foods through innovative technology.
Transforming from a single computer algorithm to an AI-enabled research and development center.
The Process:
Employing machine learning and data analysis as the backbone of product development.
The NotLab team rigorously researches and analyzes every ingredient considered for formulation, ensuring quality and efficacy.
Over 300,000 plant variations are explored using AI to discover optimal combinations for product replication.
Giuseppe generates multiple recipes, refining matches in flavor, texture, scent, and functionality.
Research chefs evaluate and provide feedback on over 100 recipes monthly, fostering continuous improvement.
Founders and Team:
Karim Pichara: The grounded visionary.
Matias Muchnick: The inspirational leader.
Pablo Zamora: The scientific mind.
A multidisciplinary team comprising machine learning engineers, UI/UX designers, food scientists, software engineers, experimental chefs, and pro
Global Presence:
NotCo has established a presence in Toronto, San Francisco, Mexico City, New York, Santiago de Chile, Buenos Aires, and Sao Paulo.
The company has garnered investment from 14 stakeholders, propelling its growth and expansion.
Audience Engagement:
Leveraging insights from user-friendly apps, NotCo has developed intuitive interfaces for audience engagement.
Users can efficiently track their drink consumption, incorporating elements from existing platforms for enhanced usability and accessibility.
Achievements of Brand:
Recognized as one of the world's most innovative companies, NotCo continues to redefine the landscape of plant-based foods, offering consumers sustainable, flavorful, and nutritionally rich alternatives to traditional animal products.
Potential Setbacks of App
Inaccurate drink tracking- Thinking through the dynamics of the app the main setback we thought of plays into the simple function of the app which is drink tracking. If a consumer doesn't or cannot track their drinks properly throughout the night, then the program cannot get an accurate read on the best hangover remedy.
Prototype Demo