flaws and all the cult of imperfection
In this project, the objective was to normalize the consumption of unconventional or “ugly” foods. By giving people the opportunity to reflect on their choices before making their purchases, we can begin to change how our communities see, interact and think about their products.
Education Willem de Kooning Academy Graphic Design, year 2 commercial practice | digital and print publication
The concept ▾
CULT OF IMPERFECTION
“wabi-sabi”
Wabi-Sabi, a Japanese worldview of embracing imperfection is another one of our major inspirations and approaches for the project. To many westerners, wabi-sabi is deemed the quintessential Japanese aesthetic, a humble, austere and natural way of living and seeing.
Logo
Concept
Folder
Target
Visual concept
How . draw your vegetable/fruit
Where
CURIOUS RITUALS ▾
Gestures/rituals of how we choose fruits and vegetables.
