Misfits Market

OVERVIEW
Misfits Market is a sustainability-focused grocery brand built on cutting food waste by delivering high-quality "imperfect" products. As the in-house brand designer, I owned end-to-end creative across web, paid social, display, email, packaging, and out-of-home, directing weekly product shoots and running studio operations while keeping the brand playful and approachable.

IMPACT
The photography and storefront refresh drove measurable increases in add-to-cart rate and GMV, and my static ad series was the highest-performing for three years running. The zero-budget merch campaign sold through its full collection.

A wooden table filled with various groceries including vegetables, fruits, eggs, meats, packaged foods, condiments, and utensils, with a person preparing to cook.

Social Media

Six hot dogs with different cooking styles, labeled as pan-fried, spiralized, grilled, crosshatched, butterfled, and fish-scaled, displayed on a beige background under the heading 'The best ways to cook a hot dog'.

A man standing in a green cotton field on a partly cloudy day, wearing a checked shirt and a cap, with trees in the background. Overlaid text highlights a partnership between Target and Black-owned family farms to produce sustainable cotton products.

Chart titled 'Can you eat it?' with two columns, 'YES, YOU CAN!' and 'NO, YOU SHOULDN'T!', listing vegetables and fruits like cabbage cores, broccoli stems, kiwi skins, citrus peels, carrot tops, radish, turnip, beet, broccoli leaves, fennel fronds, stone fruit pits, apple seeds, potato, rhubarb leaves, mango skins, and potato peels.

Collection of colorful fruit-themed stickers with words like 'Blemished,' 'scarred,' 'larger,' 'mixed sizes,' 'smaller,' 'discoloration,' 'misshapen,' and 'surplus,' featuring images of apple and pear.

Creative Campaigns

Directed and executed the Misfits 2025 OOH campaign. Capitalizing on the success of the “What’s Wrong With This” series digital ads, we created physical billboards in the same format across different locations in New York City.

Large vertical outdoor advertisement on a brick building showing images of prime aged ribeye steaks with text about rescuing prime aged ribeyes from a steakhouse, advertising Misfits Market.

Street scene with pedestrians, parked cars, and a large billboard showing a peach with the text 'Supermarket fruits wish they were this juicy. Misfits Market.' Trees line the sidewalk, and a bike-sharing station is visible.

Storefront Refresh

Worked cross-functionally with the product design team to design a refreshed storefront experience with more modular components to allow for more products to be featured on one page.

Concurrently, I managed and executed a complete overhaul of the Misfits Market product photography - elevating the overall look in key categories such as Meat & Seafood, Fresh Produce, and Private Label in order to emphasize the freshness and quality of brand products.

Online grocery store webpage featuring produce, snacks, and packaged foods with categories, search bar, and shopping cart.

Screenshot of an online grocery store called 'Misfits Market,' specifically the 'Snacks' section under the 'Our Brands' category. Shows various packaging of Odds & Ends organic dried beans and rice, including black beans, pinto beans, red kidney beans, and brown rice, with prices and discounts listed.

Two raw beef hamburger patties on a white background.

Before

A pink resealable package of Odds & Ends organic roasted and salted cashews with a clear window showing cashews inside, USDA Organic label, and a small orange sticker indicating nuts by Misfits Market.

Unpackaged Wagyu beef burger patties and a packaged Wagyu beef burger patty on a white cutting board.

After

A bag of Odds & Ends organic garlic and herb roasted cashews standing on a tiled surface with a small bowl of cashews in front of it.

M+ Membership Program

An illustration of a stethoscope with a pink tube and a blue chest piece, set against a gray background.

A stylized drawing of a pink train with black windows and wheels, and a purple and pink smoke plume.

A pink box with a heart on the front, containing pink and maroon roses inside.

Designed the look and feel for the new Misfits Market membership program. The color palette and design language needed to work with the combined Misfits Market and Imperfect Foods brands and the existing UI interface.

Screenshot of a membership webpage for Misfits+ showing membership benefits and partnership with Feeding America, including exclusive deals, discounts, free shipping, and hunger relief partnerships.

Merch

Capitalizing on the Trader Joe’s tiny tote craze – I designed a custom mini-tote and hats for Misfits Market’s fresh fall merch campaign. Developed a zero-budget social campaign for the collection that sold out.

Two reusable tote bags, one containing four bars of chocolate and the other a jar of marinara sauce, with text indicating '4 bars of chocolate' and '1 jar of marinara' on a yellow background.

A hand holding a beige canvas tote bag with pepper and apple stickers. The background features large brown text reading "Fresh Merch" and smaller text "Misfits"

A person wearing glasses and a maroon shirt, with long dark hair, is looking down and smiling. They are wearing a white baseball cap with the word 'Sweet' embroidered in pink, against a maroon background, with white text above that reads, 'When you actually finish your bag of spinach.'

Person wearing a beige cap with the word 'BITTER' embroidered in green, touching the brim of the cap with their right hand, against a brown background.

Photo Art Direction

Planned and directed weekly in-studio shoots, managed studio inventory, oversaw post-production, and ensured on-brand, high-quality output from concept to execution. I worked on both internal campaigns as well as brand partnerships with brands such as Material Kitchen, Oishii, and Brightland.

Several white bottles with colorful abstract labels placed among a loaf of bread, a lemon slice, garlic, and pasta, with orange and yellow blocks in the background.

Stacked tomatoes with a kitchen knife balanced on the top tomato.

A variety of snacks, candies, and small items arranged on a table, including chocolate, a Rubik's cube, a calculator, a small box, a jar, and a Newton's Cradle.

Display of various snack and food products from Odds & Ends, including chocolates, cookies, sauces, yogurt, and condiments, arranged on a yellow background.

A variety of grocery items including packages of pasta, rice, bread, eggs, and a bottle of olive oil, with some food pieces floating in the air.

A cluttered desk with breakfast items like waffles topped with strawberries, a bowl of cereal, a plate of waffles with strawberries, and a cup of honey. There are snacks like egg bites, a chocolate bar, cherries, apples, and a bag of raisins. Office supplies include sticky notes, a black pen, scissors, a Rubik's cube, and a roll of tape. A hand is writing "Call mom" on a notepad. There's a drink, a black briefcase open with various snack packages inside, and a pink canned coffee. Also, a glass of iced coffee, a bowl of cooked beef, a small bowl of honey, and a pair of glasses on the desk.