es im-perfect®

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

During these last few months we have been working alongside the es im-perfect® team on the conceptualization, design and storytelling of their new e-commerce.

es im-perfect® is the job placement branch of the Espigoladors Foundation, a company that has been fighting food wastage since 2014 while empowering people in situations of vulnerability. We have been collaborating with the organization since 2015.

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 because they come from production surpluses.

Oriented towards the final public –i.e. consumers interested in and aware of environmental issues– who purchase natural and healthy products and who demand to know their origin and process, the new e-commerce was built with the objective of making the brand known, denouncing food waste and creating a community with social and environmental awareness.

Through the art direction we delivered a critique of food waste as well as of the aesthetic criteria that food is subjected to. We furthermore complement it by adding all the graphic elements, which we created during the rebranding of es im-perfect®: the irregular stain that modifies its shape adjusting it to the space of application, and that emphasizes the concept of imperfection.

The result is a web design with a very fresh colour palette that allows for very intuitive and visual navigation.