Shop Wonky was a collaborative campaign project created with a partner to raise awareness about food waste and challenge perceptions around “imperfect” produce. Our aim was to celebrate the uniqueness of misshapen fruit and veg – showing that they’re just as good, if not better, than the standard options found in supermarkets. The bold, playful visual identity, including hand-drawn illustrations and a strong slogan, was designed to catch attention and shift attitudes in a friendly, accessible way. This project highlighted the power of design in promoting sustainability and encouraging small changes in everyday shopping habits.