Perfectly Imperfect

~ The food waste campaign

Brief ~ Design a campaign around a issue you are passionate about.

Problem ~ There is a horrifying amount of waste associated with food production. This is due to high aesthetic standards set by consumers and businesses.  

Solution ~ Redefining what a ‘good’ strawberry is by celebrating their weird and wonderful forms.

Call to action ~ Buying fruit and veggies at Melbourne's farmers markets where ‘B’ grade produce is sold and produce isn’t screened for aesthetics.

I used a minimal design to keep the strawberry as the sole focus. The red on white become amazingly contrasting and as a result eye catching.

This strategy was tested when I was hanging the posters up. A stranger told her husband to pull over next to me just to say that she "loved the posters and couldn't stop looking at them" The best part? She wanted to know more...