Misfits Market established a name for itself by offering consumers a direct channel to “ugly produce” — food that fails to meet retail standards for shape and appearance, despite being edible. The company aims to reduce waste by working with organic producers to sell and ship surplus and “ugly” produce to customers with savings of up to 40%.
Interested in launching a line of pantry staples and prepackaged goods under a private label, the online grocer turned to ThoughtMatter to craft an identity system that established the label as distinct, but still connected to the mission and values of the Misfits Market parent brand.
“The truth is the original brand was built on unwanted and misshapen produce with a mission solidly around food waste,” says Philip Lauria, strategy director for ThoughtMatter. “After our workshop and conversations with the founder and marketing team, we understood their ambition to move beyond funny-looking food and food waste synonymous with Misfits Market and more towards affordability and access.”
A critical first step in forging the identity of the new brand was coining a name that communicated the nature of the label’s offerings. Odds & Ends, is a nod to the parent brand’s purpose of selling food that would otherwise get thrown out, while aptly describing the label’s inventory of cooking oils, coffee, nuts, dried fruit, peanut butter and canned goods. The visual components of Odds & Ends include eccentric letterforms and grounded earth tones that allow vibrant illustrations to stand out.ThoughtMatter and Misfits Market have already applied the branding system to a host of food packaging, including cans, glass bottles, cardboard cartons, and vacuum-sealed pouches.
The branding system has already been applied to a host of food packaging, including cans, glass bottles, cardboard cartons, and vacuum-sealed pouches.