Category: Reuse

By now, everybody has heard about the huge amounts of food that gets thrown away on a daily basis due to numerous, often though ridiculous reasons. If an apple’s circumference is too big, a banana doesn’t have the correct curvature angle or a carrot’s color doesn’t comply with the norm, none of them will make it to the supermarket’s display. Yes, there are attempts to react to this insanity but of course there are better and worse ones. To shred half of a weird looking carrot in order to get a cute little baby version might be a clever marketing strategy to increase the feeling of freshness but is definitely no serious solution. Some Supermarkets put up a “ugly fruits” sign and offer these non-standard products at a lower price. But, let’s be honest many of us still prefer to stick with the standard which we are used to.

It`s what`s on the inside that counts

Misfit has an alternative approach. Instead of tackling the “outer appearance”-problem in a way to make them prettier, they simply give it a completely new look. 70-80% of their products are made of fruits and vegetables, which would have gone to waste because of their outer appearance. “We created an identity that challenges beauty standards and glorifies the oddballs. Through illustration, photography and web design, we were able to tell Misfit’s story and educate consumers in a way that was fun and approachable.” In comparison to the before mentioned attempts of rather little avail, this approach seems more promising in order to challenge the battle against pointless food waste. And by the way, they are actually looking really good!

Smoothy Range on colourful background

Range overview




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Sustainability, Re-/ Upcycling, resource protection… all these have become major key words in our work routine and their importance will grow in times of accelerating global warming, rising territorial wars and occurring Trumps.

However, ANTI, a multi-disciplinary agency based in Norway found a sculptural way to combine sustainable design and the art of woodcraft in an adorable appearance. “THE BIRDS” of Lars Beller Fjetland is reminder for trash being a misplaced resource, which should be valued instead of being damned.

Lars Beller Fjetland „THE BIRDS“

Lars Beller Fjetland „THE BIRDS“

“[It] started out as leftover wood or ignored trash, but has been turned into desired pieces of «feel-good woodcraft».“(Anti) We totally understand this development and agree on the importance of this topic. Since we’re always eager to include sustainable thinking in our designs we think this creative (and undeniably cute) idea deserves being shared.

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