My thesis analyses the role of design as a motivating and influencing factor in encouraging more sustainable food purchasing behaviour among consumers. I shed light on the contemporary understanding of sustainable and healthy eating, exploring its antecedents and conceptual evolution. Through an interview with an expert from a major NGO in the field of sustainable consumption, I outline the nuanced criteria of consciously choosing sustainable food and identify graphical and design elements that facilitate the decision-making processes. My research includes a review of different visual signs, including symbols and emblems that indicate compliance with specific sustainability criteria, as well as the subconscious impact of colour and choice of material. In the course of my research I endeavoured to identify the specific factors that effectively promote sustainable shopping practices, to shed light on their accessibility, and to demystify them for consumers.