Naomi Peh Ji Xian Haeger
I am a multi-disciplinary designer with specific interest in designing around cross-cultural boundaries.
MA/MSc Global Innovation Design (Royal College of Art & Imperial College London)
BA Hons Design (Goldsmiths, University of London)
2020 - Design Engineering Summer Show, London
2020 - Pratt Institute Green Week, New York
2020 - Work In Progress Show RCA, London
2019 - Playing Houses Exhibition, London
2019 - Red Letter Days Valentines Campaign, London
2019 - Guest Speaker at Higashi High School, Yokohama
2018 - MOD Design Degree Show, London
2018 - Popcorn Horror Magazine, April Issue
2018 - Litter Frog Sisters Make Film Festival, London
2018 - Take Up Space Exhibition, London
Having grown up in Malaysia and having lived in student dorms and flat shares, I have gained a deep interest in exploring our behavioural interactions with food. From my experiences in the countries I’ve been to, the homes I’ve witnessed, our knowledge of food and the food chain system is scarce and needs intervening. I want to redesign our interactions with food, to allow us to gain knowledge about the food we eat as well as a sense of ownership and responsibility to reduce the unnecessary food waste we collectively produce all around the world. I am curious as to how design can come into play in disrupting routines and to make way for a better, more sustainable future, whilst ensuring that the process is both fun and engaging!
Coming into this course, I have had a fine arts background, as well as an undergraduate degree in speculative and multi-disciplinary design. Reflecting back, I recognise that I have struggled with finding my purpose as a designer, and applying context towards my design practice. I believe I have found that – my purpose – through seeing myself now more as a sustainability advocate and designer for behaviour change.
As the title suggests, Food Waste Watch focuses on food waste. This is then narrowed down to looking at the specific food waste behaviour of students in a single public location, their university canteen. The intent is to explore if forming a campaign that is student-led could increase the level of sustainable behaviour on two segregated levels. Firstly, by offering a leadership opportunity for students to lead the campaign in their universities, in turn creating a better sense of ownership between them and their university community. Secondly, by disrupting the routines of students in the canteen with the simple interventions, it would thus create awareness and prevention of food waste in the canteen, and ultimately beyond the said location to the wider community.
Interventions User Journey Map
Food Waste Watch Website — Image by Elīna Krima
Memic with Tasting Sleeve
The key qualities to Memic would be its replaceable “tasting sleeves” for a change of flavours induced by our innate association of colour and textures to certain tastes. A customised mould of the drinkers hand for increased comfort, as well as a larger bottle size to accommodate for a day's worth of nutrition and energy.
Medium:Glass, ceramic, textiles
Hackathon Final Graphic
Oliver was in charge of the 3D render, Anna and Sibylle helped with constructing the life size prototype. Together we took a lot of time conducting observational and material research, to understand how and what packaging should be sorted in which bin. We decided that we should prioritise the cup sorting as there were 3 different materials used for different products. This causes the most confusion for customers when throwing away. We thought to utilise LEON’s already strong brand graphics to help guide customers to throw their waste more efficiently.
Oliver Hoare, Anna Soligo, Sibylle Rerolle