JOIN US: Dieline Conference 2022 @ Advertising Week NY – Oct 20th

Ugly Fruit

by Ivan Navarro on 09/03/2014 | 3 Minute Read

Designer Mirim Seo created Ugly Fruit as a way to respond to costly and unnecessary waste created by bruised and discolored fruit being thrown out. As many of these fruits and vegetables are perfectly fresh and edible, Ugly Fruit set out to create juice, jams, and dried fruits out of unattractive produce donated from neighborhood grocery stores. The design approach is amusing and sustainable, featuring cute fruit personas bearing bruises, and the "reuse it" call to action. 

Editorial photographEditorial photographEditorial photograph
“The idea came from the fact that US markets toss out 15 billion dollars worth of fruits and vegetables each year just because they are bruised or discolored. But they are still fresh and edible. I felt there was an opportunity to stop the waste, so Ugly Fruit was born. Ugly Fruit is a stand that makes juice, jams, and dried fruits out of unattractive produce donated from our neighborhood grocery stores. Ugly fruit, pretty yummy!”
— Mirim Seo
Editorial photographEditorial photographEditorial photographEditorial photographEditorial photographEditorial photograph

Designed by Mirim SeoCountry: USA 

You may also like