Good & Fugly

Brand design, marketing and advertising, graphic design, copywriting, social media, direct mail

The cosmetic standards of supermarkets means that up to 25% of all produce doesn’t leave the farm. Good & Fugly aims to change that by bringing perfectly imperfect produce direct to consumers. Our brand identity leaned into the fun of mis-shaped fruit and vegetables, personifying them as loveable characters with quirky personalities. This sense of playfulness shaped (so to speak) all our online and offline advertising, as well as internal and consumer-facing communications.