Consume Half As Much, Feel Twice As Good

Consume Half As Much, Feel Twice As Good

New product and packaging designs combine portion control, philanthropy, and art.

Nick Bakshi
  • 13 october 2011

The ½ Project, a social venture based out of South Korea, would like for you to share your pizza… and your water, milk, and, oh yes, your donuts, too. The idea is simple: Pay for the whole thing, keep half for yourself, give the other half (or the monetary equivalent) to charity.

By partnering with corporations interested in social change on one side, and NGOs on the other, the ½ Project creates unique packaging and product designs that convey the “1/2 for you, 1/2 for others” message. Thus far the ½ Project has worked in tandem with Domino’s in South Korea, Grache, a large chocolate manufacturer also in South Korea, and, most recently, Coupa Café in California, along with a handful of other companies around the globe. Founded in 2010 by Jiwon Park and Sungjoon Kim, the project has already garnered international acclaim, placing second in both the International Design Excellence Awards and the SPARK International Design and Architecture Awards, and first in the Reddot Design Awards.

1/2 Chocolate paired Grache, a chocolate manufacturer in South Korea, with NGO Good Neighbors to raise money for disaster relief in Haiti.

1/2 Donut

1/2 Coin Bank

1/2 Water

1/2 Project business architecture

1/2 Project


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