An imperfect brand

from Imperfect Produce to Imperfect Foods

The concept was simple enough: rescue produce that didn't meet the standards of conventional grocers and sell said rescued produce at a discount to consumers through an online subscription. The start-up proved to be successful. A few rounds of VC funding later Imperfect Produce was poised to offer their customers more than wonky produce.

Role: VP Creative

June 2019 - September 2021

This is a snapshot of the rebranding of Imperfect Produce to Imperfect Foods that I strategized and directed. I was responsible for the creation of the Imperfect brand "cookbook" and successive implementation across all design, marketing, and brand touch-points. These efforts were a driving force behind Imperfect's successful Series C fund raise and laid the foundation of becoming a full-fledged on-line grocer.

There were some issues with the existing logo, most obvious, that a photo was being used; convincing sr. leadership that "the heart shaped potato had to go" was a hard sell. Ultimately, the core characteristics of the new Imperfect Foods visual identity balanced and embraced the tech-powered trajectory of groceries on a mission. It informed Imperfect's rescue narrative, propped up the brand positioning, and seamlessly integrated into the private label grocery program.



organic social media

private label grocery

direct response television

photography | brand

photography | organic content & cross-promotional

photography | site merchandising

organic brand partnerships


The Imperfect Foods rebrand took place between Q3 and Q4 of 2019, just on the heels of Covid. In early 2020 I would go onto to build a robust creative team of package designers, visual designers, copywriters, photographers, and site merchandisers to further evolve the brand.

Post-rebrand, Imperfect Foods utilized the brand guidelines as a hard-sell for Series-C funding. Imperfect would close the round with $72 million led by Insight Partners. The feedback I received from our CMO, "after reviewing our new brand guide, a lead investor told me it's very clear the Imperfect brand is fighting above its weight-class."

Misfits Market would go onto to acquire Imperfect Foods in 2022. Misfits' CEO Abhi Ramesh would cite Imperfect's "robust private label program" as one of the factors of the acquisition. 

key accomplishments


My team

Art Direction: Irene Lee
Assoc. Creative Director: Reilly Brock
Copywriter: Meghan Proulx
Head of Photography: John Bedell
Photography: Annie Maguire
Sr. Designer: Tegan Harmonay
Photography: Colette Krey
Visual Designer: Angie Garland


DR Television: Conductor Productions, Boston

Chef Kwame content: Melty Cone, NYC

Package Design: Ryan Frease

Food stylist: Betsy Haley


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