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Showing posts from November, 2017

Imperfect Produce, Perfect Branding

Imperfect Produce is a customizable weekly produce delivery company that offers irregular produce at reduced costs. The company was born out of a desire to reduce food waste. According to their website, “more than 20% of the fruits and vegetables grown in America never make it off the farm because they aren’t perfect enough for grocery store standards,” resulting in “billions of pounds of wasted produce every year.” This is an issue that I’ve been aware of for a while, after having seen the documentary Just Eat It, but I didn’t really know what to do about it aside from picking less desirable-looking produce at stores. So I was really excited when I found out that this service had become available in LA, having first established itself in Northern California. 
I’ve been using the service for a few months now and there is much to recommend it, which I'll get into later, but as a graphic designer I’ve been especially impressed with their branding. See below for examples of what I mea…