Since 2015 we have been collaborating with the non-profit foundation Espigoladors which, through its trademark es im-perfect®, has been fighting against food wastage, while empowering people at risk of social exclusion in a transformative, participatory, inclusive and sustainable way.
In 2018 we carried out the most relevant intervention, with the aim of perfecting the communication of the foundation and that of its products: we redesigned the logo, in accordance with the newly created corporate identity for the es im-perfect® brand.
In both cases we chose a new typeface, with simpler lines. Colour-wise, we opted for the use of black as a representation of the gourmet sector.
In the case of the trademark es im-perfect®, we sustained its identity with the creation of a new graphic element: an irregular object that changes its shape depending on where it is applied, and that emphasizes the concept of imperfection, around which we have structured the communication.
Likewise, this new element also refers to the various shapes of defective fruit and vegetables that constitute the raw material of es im-perfect® products.
We applied the new identity to the packaging and to all the communication elements of es im-perfect® products, as well as to the e-commerce and signage of the organization’s workshop.