We waste 1.3 billion tonnes of food every year. Half of this is fruit and veg deemed to be too wonky or ugly, left by supermarkets who refuse to purchase it. Our client had a great idea: turn this rejected produce in to juice. The only problem was finding a brand for it, that worked.

Food and drink made from waste has become an emerging category. We saw a chance to lead it. To succeed, we needed to engage with Millennials and Gen Z by creating a brand that mattered to them. It needed a story and purpose, a strong proposition, an engaging personality.

We came up with a new name, Flawsome! The idea of ‘flawed…but awesome’ took the brand to a new place where it could thrive and grow into something bigger than just juice in the future. The long-term brand purpose we developed went beyond simply saving food too – it encouraged people to look at waste again and imagine what they could do with it. To look for ways to upcycle and make something useful or beautiful.

The brand manifesto champions individuality over perfection and creating the brand, we were true to its values. The brand identity and product illustrations were montaged from letters and pictures cut from recycled magazines. Displays and pop-ups were made from materials like old fruit crates that would have otherwise also gone to waste. We also advised the brand to use bottles made of recycled glass – imperfect maybe, but that was the point and it also meant we saved plastic.

Won Gold at the 2020 Design Effectiveness Awards and Gold at the 2020 Transform Europe Awards for ‘Best Naming Strategy’.

Flawsome is now boasting 536% yoy growth, has expanded distribution to 17 wholesalers and acquired eight new investors since the rebrand.

Insights and Analytics

Strategy and Positioning


Visual Identity

Packaging Design

Marketing Collateral

Brand Guidelines

Brand Toolkit

Waste reimagined

We have also launched a campaign to regenerate community areas like sports pitches and parks to lift the brand and lives of the local people at the same time.