With a commitment to reducing food waste, Oddly Good Grocers knew they had to change the way people viewed “imperfect” fruits and vegetables. The market they targeted—eco-conscious, budget-savvy younger individuals—faces a paradox: rising food prices mean they often spend a disproportionate amount of their income on groceries. Oddly Good wanted to provide an affordable, high-quality alternative while challenging the notion that looks determine taste or value.

To achieve this, we created an identity that was visually playful yet grounded in the company’s core purpose. The new logo embodies the organic shapes of plant stems, with playful letterforms that incorporate representations of imperfect produce. The quirky yet charming typography reflects the brand’s personality—colorful, and unapologetically imperfect.

The accompanying illustrations made sure that each “imperfect” vegetable or fruit not only looked visually appealing but also conveyed a sense of freshness and vitality. These illustrations were designed to show that beauty and flavor come in all shapes and sizes—encouraging consumers to embrace the diversity of produce that often goes to waste.

Oddly Good’s visual identity extends across both digital and physical touchpoints, from the website and social media to packaging and marketing materials. The website design focuses on ease of use, with product imagery and simple, clear messaging that makes it easy for consumers to navigate the curated selection of rescued produce.

The overall design aligns with the values of sustainability and affordability, offering a delightful, engaging shopping experience that proves that good food doesn’t have to look perfect to be exceptional. The illustrations, clean layouts, and bold typography all work together to show that Oddly Good is not just a brand; it's a movement that believes in giving second chances to produce—and to the planet.