![](https://cdn.myportfolio.com/b69f4189-5c80-4641-b91d-2995991b0ede/c2d67a99-c47b-4e30-82e3-46a12396c1a6_rw_1920.png?h=9d2871e9b7f9d3ea8103a8c39e45b9ec)
ImPerfect Produce
Studies show that up to 40% of food ultimately gets thrown away. Why? A large portion of the waste is due to harmless irregularities (like size and shape) that doom our fruits and veggies for the rubbish heap – before they ever make it to a store. Thankfully, ImPerfect Produce organic smoothies offer a tasty second chance for crops that don't meet pick-of-the-season standards.
Role
Environmental issues are very near to my heart. But though we all try our best to eliminate food waste and reduce our carbon footprint, a little help is always welcome. This project was a great chance to try some new hand lettering and a punchy color palette, which I enjoy as much as a good fruit smoothie.
Scope
Logo & Brand Identity
Art Direction of Product Shoot
Packaging Design
Website Design
Illustration
Hand Lettering
Copywriting
Photography Curation
CONCEPT
![](https://cdn.myportfolio.com/b69f4189-5c80-4641-b91d-2995991b0ede/f1977fa3-567a-437b-825c-258e584e1545_rw_1200.png?h=521c29fed9439a46681ceda979b6dd4f)
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