Meat consumption is rising and industrial farming is expanding to meet it. The consequences are significant: deforestation, greenhouse gas emissions, and land degradation on a global scale, alongside well-documented links to bowel cancer, heart disease, and growing antibiotic resistance.

None of this is reflected in the way meat is sold to us. Supermarkets have perfected a visual language of reassurance, using flags, certifications, and pastoral imagery to obscure these realities and discourage scrutiny.

This project works against that, subverting the visual language of the supermarket to expose what it is designed to conceal.