ThoughtMatter Designs Misfits Market’s New Private Label ‘Odds & Ends’

According to the non-profit Feeding America, over 108 billion kilos of meals, or roughly 40% of whole manufacturing, go to waste within the US yearly. Some meals is left uneaten as a result of it fails to fulfill retail requirements for form and look, regardless of being edible.

Misfits Market goals to scale back waste by working with natural producers to promote and ship surplus and “ugly” produce to prospects, with further financial savings of as much as 40%.

As a part of the model’s ongoing mission, Misfits Market has expanded its choices by introducing a brand new non-public label subbrand known as Odds & Ends. The non-public label goes past contemporary produce and contains pantry staples like coffee, snacks, olive oil, pasta, and canned greens. The ugly produce class’s cream of the crop turned to the design company ThoughtMatter to create branding and packaging for Odds & Ends.

The robust story round “imperfect” produce is a giant a part of Misfits Market’s model story. While Odds & Ends is an extension of that model mission, incorporating the brand new non-public label proved to be a problem for ThoughtMatter.


“The fact is the unique model was constructed on undesirable and misshapen produce with a mission solidly round meals waste. That’s a tricky enterprise to scale,” stated Phillip Lauria, technique director for ThoughtMatter. “After our workshop and conversations with the founder and advertising crew, we understood their ambition to maneuver past funny-looking meals and meals waste synonymous with Misfits Market and extra in the direction of affordability and entry.” Even although Misfits’ origins about saving undesirable produce and diverting from landfill already resonated with shoppers, they wanted to attach that narrative to a bigger story about how everybody deserves entry to inexpensive, wholesome meals.

Visually, Odds & Ends retains the Misfits’ spirit, beginning with the identify, a nod to the mum or dad model’s function of promoting meals that may in any other case get thrown out. The wordmark’s letterforms are enjoyable and quirky, and the earth tones used on the packaging function engaging backdrops to playful illustrations.


Part of ThoughtMatter’s course of was tapping into Misfits’ loyal shoppers who look ahead to their bins of ugly produce.

“Super followers are the important thing to every part. Listen and get it proper with them, and you may be rewarded,” defined ThoughtMatter artistic director Ben Greengrass. “Through social listening and information offered by the shopper, we uncovered some quite simple, highly effective insights. There’s a thrill in not realizing. It seems like Christmas each time, and subscribers really feel like a contestant on the cooking present Chopped once they open their Misfits field. The field was the hero. It was the merchandise that subscribers couldn’t wait to get dwelling to and see what problem awaited them. It was their conduit to creativity within the kitchen.”


By constructing a easy however smooth visible id system for the brand new model of kitchen fundamentals and staples, they’ll help that day by day ritual and additional join with dwelling cooks. Ultimately, that field that exhibits up each week or so turns into your personal private Food Network battle.

“Your Odds & Ends are your instruments to tackle the problem confidently and take advantage of out of your field,” Greengrass added.

Odds & Ends is accessible now from Misfits Market.

Images courtesy of Misfits Market.



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