Anywhere between 30-40% of food is wasted in the United States. Misfit Juice wants to put an end to food waste, so it’s made from the fruits and vegetables that have been saved from being wasted. We spoke to the agency behind the design, Gander, to learn a little bit more about how to highlight the unique brand values of Misfit, how the design translated onto social media and swag, the importance of remaining flexible during the design process, and more.
Gander: Our design process begins with a brand kickoff where we interview the client and get insight into things like brand mission, challenges, and what they hope to accomplish with the new brand. From there, we conduct research, analyze the competitive landscape, interview members of the team, distributors and consumers, and glean as much as we possibly can about the brand and the product as it currently stands. This upfront work lays the foundation for the rest of the project and really gives us the context we need to build brand language and create the identity.
Once the strategic foundation has been laid, we move on to visuals. First we start with mood boards, which will determine the overall brand look and feel. Once that is finalized we move on to rounds of branding and iteration, and eventually we land on final packaging. The final step is applying the brand to digital touch points like the website, social media, and email communications. Bonus step: creating swag. We made t-shirts, buttons stickers and hats (which we wear on a regular basis).
