ThoughtMatter designs identity for misshapen food range

Odds & Ends’ visual identity, name and strategy seeks to embody the “playfulness and wit” of its parent brand Misfit Market.

ThoughtMatter has named and created the visual identity for US online grocer Misfit Market’s new private-label brand Odds & Ends, aiming to highlight the unique nature of its misshapen products.

As well as making high-quality food more affordable and accessible, Misfit Market is also working toward breaking the food waste cycle. Odds & Ends fits into this goal as the range is made up of discounted, slightly odd-looking products that are usually discarded, despite being high in quality.

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Credits

Client: Misfit Market’s

Agency: ThoughtMatter

Source: Designweek