Misfits Market

The American food system is broken. While millions struggle to access fresh, affordable groceries, billions of pounds of quality food are wasted every year. Misfits Market corrects that imbalance by delivering high-quality groceries while fighting food waste and building a more sustainable food system. In 2019, it prepared to launch its first private label to rescue and upcycle more surplus and imperfect ingredients, offering budget-friendly staples and designing a more accessible grocery experience for all.

We approached Misfits Market’s new venture with three core principles: integrity, humanity and unconventionality. We named the brand Odds & Ends to communicate the label’s purpose while maintaining the parent company’s existing identity and tone. Our flexible visual language portrays rescued ingredients as irregular, natural and full of character. We use descriptors such as “Upcycled,” “Rescued,” “Imperfect” and “Seasonal” in lumpy ovals and not-quite circles to evoke misshapen produce and create a playful, inviting feel. Earth tones combine with bright pops of color for a distinctive palette that jumps off the screen or counter. Each visual element, from the name and letterforms to the color palette and illustrations, coalesces to create an endearingly eccentric brand that stands out in the category.

Odds & Ends marks a significant stride toward Misfits Market's mission. In 2023, the private label initiative quadrupled the amount of packaged food saved relative to 2022. Its products repurpose more than half a million pounds of food annually that would have gone to waste or lesser outcomes. Odds & Ends redefined private label aesthetics and set a new standard for how design and sustainability can intersect to drive meaningful impact.