Tongji University

WEBSITE

en.tongji.edu.cn

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.

Tongji University

WEBSITE

en.tongji.edu.cn

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.

About the
Designers

About the Designer