Ugly Produce
Finding a home for perfectly good,unwanted ugly food.
Ugly Produce
Finding a home for perfectly good, unwanted ugly food.
Ugly Produce
Finding a home for perfectly good, unwanted ugly food.
Ugly Produce
Finding a home for perfectly good, unwanted ugly food.
Ugly Produce
Finding a home for perfectly good, unwanted ugly food.
Background:
Ugly Produce was born from a desire to combat food waste and give a second chance to fruits and vegetables that didn’t meet the cosmetic standards of supermarket shelves. Every year, countless perfectly good produce is discarded simply for being blemished or misshapen—a problem that urgently needed attention.
With the brand proposition "Mother Natures Misfits” the brand aimed to challenge perceptions and celebrate the beauty of imperfection. It was brought to life via a vibrant, approachable identity that combined a bold color palette, playful typography, and witty headlines. Central to the visual story were charming illustrations of forlorn fruits and vegetables, designed to evoke both empathy and awareness of this important issue.
Ugly Produce highlights the importance of reducing food waste but also encouraged consumers to rethink their relationship with food and sustainability.
Key Contributions:
Brand Strategy, Creative Direction, Copywriting & Motion Design.
Background:
A cause close to my heart, I created Ugly Produce to help find a home for unwanted food that did not make their way onto supermarket shelves due to blemishes and imperfections. Using the proposition “it’s what’s inside that counts” the brand came to life through a bright colour palette, bold typography, snappy headlines and illustrations of unhappy fruit and vegetables to highlight an important issue.
Responsibilities:
Brand Strategy, Creative Direction, Copywriting & Motion Design.
Background:
A cause close to my heart, I created Ugly Produce to help find a home for unwanted food that did not make their way onto supermarket shelves due to blemishes and imperfections. Using the proposition “it’s what’s inside that counts” the brand came to life through a bright colour palette, bold typography, snappy headlines and illustrations of unhappy fruit and vegetables to highlight an important issue.
Responsibilities:
Brand Strategy, Creative Direction, Copywriting & Motion Design.
Background:
A cause close to my heart, I created Ugly Produce to help find a home for unwanted food that did not make their way onto supermarket shelves due to blemishes and imperfections. Using the proposition “it’s what’s inside that counts” the brand came to life through a bright colour palette, bold typography, snappy headlines and illustrations of unhappy fruit and vegetables to highlight an important issue.
Responsibilities:
Brand Strategy, Creative Direction, Copywriting & Motion Design.
Background:
A cause close to my heart, I created Ugly Produce to help find a home for unwanted food that did not make their way onto supermarket shelves due to blemishes and imperfections. Using the proposition “it’s what’s inside that counts” the brand came to life through a bright colour palette, bold typography, snappy headlines and illustrations of unhappy fruit and vegetables to highlight an important issue.
Responsibilities:
Brand Strategy, Creative Direction, Copywriting & Motion Design.
