UHG·LY MARKET

Branding

uhg·ly mission is to reduce the amount of food waste caused by the rejection of “ugly” produce from other grocers. We want to redefine what “ugly” means with our imperfect produce. 

uhg·ly market wants to teach its customers about a more eco-friendly lifestyle, while bringing convenience from the market to their home.

10/19

My role:

Brand identity

Art direction

Website

Client:

Self-directed

Billions of pounds of fruits and vegetables go to waste every year because of cosmetic reasons. “Ugly produce,” is often too unattractive to sell and gets tossed, but being unattractive doesn’t mean it’s inedible. 

uhg·ly wants to take a shot at the problem from the branding perspective. The name draws attention to the pronunciation of the word ugly, which gives room for the audience to redefine what is “imperfect”, what is “unattractive”. Also by rebranding “ugliness”, we want to show our customers that ugly produce is as normal and edible as other produce on the market, most of the time cheaper too. Deliverables created include tote bags, seed cards, packagings, a website, and subway ads.

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Tote bag and seed card

Packaging

Website

Campaign

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In order to encourage a more eco-friendly lifestyle, uhg·ly market provides a free service of cleaning and cutting up fresh vegetables, which allows the customers to watch the preparation process in front of them to ensure freshness. Customers are encouraged to bring their own tupperware to skip the fee (10 cents) for compostable containers . This station aims to provide a more convenient grocery shopping experience.

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