UGLY FRUITS
PROJECT TYPE
Branding, Art Direction, Visual Identity
APPLICATIONS USED
Adobe Illustrator, Adobe Photoshop, Adobe After Effects
THE CHALLENGE
Grocery store branding is obsessed with perfection and uniformity. This "clone-like" aesthetic ignores the natural character of fruit and fails to connect with a modern audience looking for something authentic and raw
THE SOLUTION
A bold identity that turns "imperfections" into a premium badge of honor. By celebrating natural distortion, Ugly Fruit reframes unpolished produce as a high-intensity flavor experience for the aesthetic rebel.
