es im-perfect

Art direction, web design, creation of digital contents, branding support and supervision

es im-perfect® is the job placement branch of the Espigoladors Foundation, a company that has been fighting food waste since 2014, and which we have been collaborating with since 2015.

 

es im-perfect® is a canned veggies brand committed to environmental sustainability and social justice. Their workshop, which is located in El Prat de Llobregat, counts with the participation of socially vulnerable people to produce vegetable pâtés, marmalade, jams and sauces using locally sourced fruits and vegetables, which are typically discarded from commercial circuits for being imperfect or for constituting production surpluses.Ar

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Durante los últimos meses hemos estado trabajando junto al equipo de es im-perfect® en la conceptualización, diseño y storytelling de su nueva e-commerce.

 

Orientada hacia el público final partimos de unos objetivos que definimos conjuntamente. La nueva e-commerce de es im-perfect® debía dar a conocer la marca, denunciar el despilfarro alimentario y crear una comunidad con consciencia social y medioambiental.

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A partir de estos objetivos definimos la dirección de arte basándonos principalmente en la crítica al despilfarro alimentario y en los criterios estéticos que sufren los alimentos.

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Nos inspiramos en la propia fruta y verdura desechada; en el arte conceptual de Marcel Duchamp que elevó el objeto cotidiano a categoría de arte cambiando radicalmente la idea de la belleza; y en la «parpatana», la parte que divide la ventresca de la cabeza de atún rojo y que, durante años, fue considerada una pieza marginal, catalogada como un desecho y que, ahora, se ha convertido en una delicia gourmet.

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With all this, we determined a series of photographs according to the function and location in the e-commerce: the still-lifes with the produce used in the preserves –real fruits and / or vegetables– which, based on the composition and lighting, add value and give the deserved prominence to these pieces, and the final product, whose textures were highlighted and, finally, the pots and packaging.

 

In addition, we reviewed and simplified the colour palette, chose the fonts and defined and created the iconography that would be used in the web design.

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El resultado final de la dirección de arte responde a los objetivos marcados y a la esencia de la actividad de es im-perfect®: revalorar las frutas y verduras feas que el mercado, y muchos consumidores no quieren, con la creación de productos naturales, saludables, de calidad y de proximidad.

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Tags: Communications

2021

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