Launching a surplus startup

We have developed a name, visual identity and packaging line for a brand new company that is working with small farms to tackle food waste.

The problem

Spare Fruit is a social enterprise taking on Britain's food wastage problem by producing tasty and healthy products from surplus produce.

Every year 15 million tonnes of food are wasted in the UK; three million tonnes are wasted on farms and seven million are wasted in homes. What's worse is that half of that wasted food is edible.

We worked with Spare Fruit to develop their name, strategy and brand identity. We put these into practice by designing the packaging for their first two products – cold-pressed apple juice and air-dried apple crisps.

The solution

The project started with devising a strategy and purpose for the brand: to champion discarded produce, raise awareness of food waste and ultimately, reduce it. 

The brand needed to be considered as a delicious product first and foremost but needed to playfully acknowledge the severity of food wastage without being trivial, worth or preachy. We needed to present ugly and forgotten fruit as just as tasty as supermarket best. This strategy led the name and identity.

We developed the name with conversations and working sessions with key stakeholders and target customers.

We developed a unique typeface for Spare Fruit based on charming individual characteristics.

To create the logotype we took a timeless typeface, Futura (recognised for it's perfection) and subtly altered each letter to make the letterforms imperfect yet still modern and elegant. These letterforms are used to highlight and mirror Spare Fruit's approach to produce, which celebrates the fruit that for too long had been left behind for being too small, too large or too ugly, and yet is just as delicious as its more perfect counterparts.

The visual identity needed to be able to adapt across an expanding range of products, whilst still having visual consistency and recognisability. This is achieved through the introduction of an illustration style that uses the colours of fruit – initially Cox and Bramley apples – to enhance the senses of touch and taste. The use of watercolour allows the fruit illustrations to take on a natural shape and form, charmingly unique rather than forced and perfect.

These illustrations are then applied to the packaging to correspond with the product ingredients – for the juice, the Cox apples illustration and for the crisps, the Bramley illustration.

The placement of these illustrations ensures readability of wordmark and creates a striking visual system for the shelf. This will get even stronger as more products and flavours are added – beetroots, raspberries, blueberries – all illustrated in colourful watercolours and aligning in different combinations.

Now complete, we have a few products available for tasting. For a chance to receive one, please email us at [email protected]. Or head down to stockists, Department of Coffee and Social Affairs

The team

Strategy and naming – Zoë Quirk
Design – Sean Chilvers
Illustration – Emily Hall

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