Client: Misfit
Agency: Gander
Type: Packaging, Digital, Social
Misfit makes delicious juice out of fruits and vegetables that aren’t up to the supermarket standard (and would usually just get thrown away). To match the collage of the brand’s identity, I created a voice that was edgy, opinionated and humorous. The packaging tagline, a list of bossy descriptions, challenges the imagined name-calling of ugly produce. And a handful of billboard style ads across the site make the brand bold and confident. After all, it’s not just juice —it’s sustainability.
Site headlines.
So who cares? The challenge was to solve this question on the personal level, not on a global scale. Everyone can relate to the feeling of a misfit. And everyone loves a good underdog. To connect the emotional and the rational, we humanized this journey with the facts on one side (back of bottle copy) and an empowering message on the other (tagline).
