Katharina Bjelland's practice is grounded in investigating perception and consumption as an incentive and a reward and is a comment on desire and middle class aspiration in materialism. By deconstructing single-use packaging, brand names, brand identities and slogans Bjelland sheds light on our daily choices through how we constantly optimise our achievements related to ourselves, our family and our social lives – choices that take time and energy. Bjelland explores the daily middle class struggle of balancing work, health and leisure with the underlying pressure of trying to raise our standard of living, to be able to consume more and more.