Who killed the Pig? Nobody!
In terms of sustainability, the project was realized following the MAYA principle: Most Advanced, Yet Acceptable. As advanced as possible, as acceptable as necessary. Since people make their decisions within the field of two opposing emotions, their Neophilia (the desire for the new; hence the ubiquitous advertising slogan: 'Now with a new recipe') and their Neophobia (the fear of the new), it is important to present them with products that surprise them but are somehow familiar. Or vice versa: products that are familiar to them but still offer surprises. In the context of gastronomy, this translates to designing concepts and offerings for the future while aligning them with the current needs of the guests.
Who killed the Pig manages to implement an increasingly sustainable gastronomic operation in a city where sustainable nutrition plays a negligible role. At the same time, Who killed the Pig, along with its sub-brands Nobody and Gegenüber, establishes itself as a local lifestyle brand.