UGLI MARKET

Branding

ugli market is a branding project aims to reduce food waste caused by the rejection of “ugly” produce from other grocers. The brand wants to redefine what “ugly” means with imperfect produce, and teaches its customers about a more eco-friendly lifestyle.

06/20

My role:

Brand identity

Branding campaign

street campaign.png
1.png

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. 

2.png

ugli wants to take a shot at the problem of food waste 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 “unattractive", what is “beautiful”. By rebranding “ugliness”, we want to show our customers that ugly produce can be as delicious as other produce, therefore shouldn't be wasted.

Asset 8.png
insp2-04.png

Logo

insp-03.png

Logo development

#515444

#772717

#d18f3f

Typeface: Degular

totebag4.png
seedcard.png
price tag-14.png
price tag2-14.png
market display.png
food post 3.png
food post 1.png
street campaign.png
subwayad-12.png
subwayad-13.png
subway campaign.png
sm post 2.png
sm post 1.png
PREVIOUS PROJECT
Button
PREVIOUS PROJECT