es im-perfect®

Corporate branding, brand identity design, art direction, communication and digital communication

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.

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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.

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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.

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Tags: Branding strategy, Corporate branding


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