Art direction of sustainable brand es im-perfect®’s new e-commerce website

We defined an art direction inspired by the discarded fruits and vegetables and Marcel Duchamp’s conceptual art

Based on these objectives, we defined the art direction based mainly on the criticism of food waste and the aesthetic criteria which is so often imposed upon food.

Inspired by our own discarded fruit and vegetables, in the conceptual art of Marcel Duchamp, who elevated the everyday object to the category of art, radically changing the idea of ​​beauty; and in the “flickering”, the part that divides the belly from the head of bluefin tuna and that, for years, was considered a marginal piece, classified as a waste and that, now, has become a gourmet delicacy.

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.

We revalorized the “ugly” fruits and vegetables that, despite being perfectly edible, are eliminated from commercial circuits

The final result of the art direction perfectly meets the objectives which were set, and the essence of the commitment of es im-perfect®: striving to dignify and revalue the ugly fruits and vegetables which the market and so many consumers do not want, with the creation of natural, healthy, qualitative, proximity products.