Reducing food waste by turning “ugly” produce into something beautiful — through education, products, and community storytelling.
UglyFood Co. is a Singapore-based e-commerce company on a mission to reduce food waste by giving imperfect or surplus fruits and vegetables a second life. Through their online platform, they make it easy for consumers to access affordable, fresh produce that would otherwise go to waste. With a strong focus on education, storytelling, and sustainability, UglyFood is changing perceptions — one quirky fruit at a time.
We worked closely with UglyFood Co. to bring their mission to life through engaging content, educational storytelling, and strong visual identity across platforms.
– Created a consistent posting strategy targeting Singaporean families and home cooks.
– Managed monthly content calendars, performance tracking, and community engagement.
– Produced educational comics, fruit & veggie facts, and fun character storytelling to raise awareness of food waste.
– Shot and edited cooking reels, pop-up event coverage, and behind-the-scenes farming content.
– Refreshed their Shopify site with improved navigation, homepage storytelling, and mobile responsiveness.
– Highlighted product categories and blog-style educational resources.
– Refreshed UglyFood’s logo with a more modern, approachable feel while keeping its quirky charm.
– Developed visual guidelines covering color palette, typography, tone of voice, and content styling for consistency across platforms.
– Supported UglyFood’s pop-up booths, community activations, and festive markets.
– Provided creative direction and on-site logistics.
– Designed educational posters, product packaging, event signboards, recipe cards, and sticker sets featuring their signature fruit characters.
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