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. I defined the brand’s tone of voice and created scalable guidelines for photography, social media, packaging, typography, illustration, and iconography—empowering internal teams and future designers to maintain consistency across every touchpoint. This work helped amplify a mission-driven brand that rescued over 42.9 million pounds of produce in 2019 alone.

My role
Contract designer—led and executed full brand refresh

Project duration
Oct 2018 - Dec 2019

Team composition
1 Director of Marketing
1 Designer (myself)

Focus areas
Brand guidelines, visual design