Lovable produce given a second chance

Misfitz™ are a proudly NZ owned fresh fruit and vegetable pack house who are passionate about saying no to food waste. By sourcing produce that is deemed as “imperfect” and destined to be wasted, they support the business of local growers, and make it affordable for Kiwi families to eat healthy for less. 

The brief

Misfitz™ came to us with the brief of relaunching their existing brand - aiming to cement their position in a competitive market. An exciting opportunity for us to be strategic, creative, and think outside the box.

The solution

Collaborating with Maze Marketing, we defined their brand strategy based on their values of “local, ethical, and affordable”.  The Misfitz™ brand concept was then developed, and is centred around creating a cheeky, fun brand that captures the idea of a “misfit”. Illustrator Christen Stewart was commissioned to develop the quirky characters that are integral to the brand.

Next came the marketing plan and social media management, as well as the packaging, signage, point of sale displays, packaging, t-shirts and merchandise. 

To round everything off, we successfully relaunched the Misfitz™ brand at Pak’n’Save Manukau.