A company that wants to use old & weird looking fruit in their products that would otherwise be discarded, in an attempt to minimise food waste.
Brief: Create a start-up company that sell vegetable and fruit on the internet that would otherwise be distracted and never even reach the store because of the way they look.
When it comes to the tonality of the brand, think the senior dog in the kennel that always get passed by for younger puppies but still has a lot of love to give.
Ontop of being able to subscribe/order product on their site people can apply for adoption of weird looking fruits.
The fruit/vegetable will then be sent home to that person with adoption papers and some recipes för just that fruit/vegetable.