Misfits Market: Odds & Ends
Food for Thought
CPG / Private Label
Category
Naming, Identity, Packaging
Services
Brand Purpose
Misfits Market is an online grocer that believes everyone deserves access to affordable food. With the launch of their private label, Odds & Ends, they hope to continue to deliver quality food from the best sources to everyone.
Project
To bring their purpose alive, we worked with Misfits Market through workshops, brand strategy & identity and packaging to create a world that fosters all the ways food connects us.
Strategy
We selected the name Odds and Ends and the slogan, “Better Together,” to encapsulate the humanity behind Misfits Market and their philosophy on food. We focused on unconventionality to highlight the random assortment of items we keep in our pantry while also paying tribute to the path they are forging by advocating that quality food be accessible to everyone. We utilized earth tones, vibrant illustrations and playful letter forms to reinforce this connectivity and spirit of sharing that Misfits Market and Odds & Ends stand for.
Audience Need
The cost of food is rising more and more, especially for healthy and sustainable choices. Many minorities and underprivileged communities cannot afford the cost of healthy quality foods. This unfortunate reality causes gaps in what foods are accessible to whom. Misfits Market and Odds & Ends help their customers find affordable options without sacrificing food quality and their overall health.
