Ugly Perfection

The Food Agriculture Organisation has announced that world hunger is on the rise, yet it is estimated that one-third of all food produced globally is lost or goes to waste. Sellers and buyers alike expect fruit and vegetables to have a perfect appearance, with any irregularities leading to the item being thrown away. Ugly Perfect is a branding campaign that encourages shoppers to buy ‘imperfect’ fruit and vegetables, presenting misshapen items as responsible and desirable purchases. Consisting of a series of packaging designs and advertisements, the campaign makes an emotional call to buyers to play their part in stemming food waste without compromising on choice or quality.