Imperfect Foods Identity Re[fresh]

Project summary

As Imperfect Foods expanded into new markets, I led a comprehensive brand refresh to bring clarity, cohesion, and flexibility to its visual identity. Working within the constraints of the existing logo, I developed a robust design system that supported rapid growth across four new cities—ensuring the brand could scale without losing its recognizable charm.

Research & Process

Through stakeholder workshops, competitive audits, and customer feedback analysis, I defined the brand’s tone of voice and built scalable guidelines for photography, social media, packaging, typography, illustration, and iconography. This framework empowered internal teams and future designers to apply the identity consistently, while still leaving room for creative expression that reflected the brand’s approachable, mission-driven spirit.

Results

The refreshed system unified Imperfect Foods’ voice and visuals across every touchpoint, supporting seamless scaling into new markets. The update amplified a mission-driven brand that rescued over 42.9 million pounds of produce in 2019 alone, reinforcing its commitment to reducing food waste while making a lasting impression in the grocery delivery space.