Embracing the Imperfect
The Misfit Market
In the biblical Gan Eden (Garden of Eden), nature was perfect. In the modern commercial world, "perfection" is an artificial standard imposed by man. One Third of the agricultural produce in the world is thrown away due to cosmetic imperfections or retailer’s strict demands.
This project, titled שליש גנעדן, challenges the retail industry's rejection of "ugly" produce. It explores the conflict between Nature's organic diversity and Man’s demand for uniformity.
The Design
The visual identity celebrates the "misfits"—the twisted carrots, the spotted apples, and the irregular shapes that supermarkets discard. By framing these rejected fruits in a (almost) ready-to-eat pack, the design shifts the narrative from “useless” to “useful”.
The interface uses raw textures and honest photography to highlight that true natural beauty is rarely symmetrical, urging the user to embrace the imperfect.
This project, titled שליש גנעדן, challenges the retail industry's rejection of "ugly" produce. It explores the conflict between Nature's organic diversity and Man’s demand for uniformity.
The Design
The visual identity celebrates the "misfits"—the twisted carrots, the spotted apples, and the irregular shapes that supermarkets discard. By framing these rejected fruits in a (almost) ready-to-eat pack, the design shifts the narrative from “useless” to “useful”.
The interface uses raw textures and honest photography to highlight that true natural beauty is rarely symmetrical, urging the user to embrace the imperfect.