Ugly Fishes

Every year, tons of food are discarded simply due to their appearance, as they don't meet the standards of perfection. An apple with a brown spot, misshapen fish sticks, or a slightly uneven slice of ham are just a few examples. In partnership with the Swedish convenience store brand Willys and in collaboration with Garant, we launched a waste-smart product range - a new and innovative way to tackle food waste by collaborating between suppliers and stores. Instead of rejecting the ugly, crooked, stained, and bent items, we chose to celebrate the non-normative in the concept of "Svinnsmart" - smart food waste products. We let the idea permeate everything! From the products themselves, which were previously sorted out, to the packaging, where we opted for the simplest solutions that many others would avoid. We visualized the products with quick doodles and wrote the typography with the non-dominant hand. During the naming process, we embraced words that others shun for example, ugly fish and crooked slices. The product line is a hit! Today, there are more than ten different products, and more are on the way. Win-win, no svinn!