Brand Strategy | Brand Design | Motion Design | Illustration

My years in the food service industry gave me a front-row seat to how much food gets thrown away every day, and working front of house taught me how to hand someone a little brightness even when the bigger picture felt heavy.

I carried that instinct into a brand strategy and visual identity refresh for Misfits Market, reframing the grocery delivery service as a "circuit grocer" that turns rescued, surplus food into something to look forward to rather than something to feel guilty about.

I built a charming, illustration-led identity, including an extension into composting, that meets a genuinely dark problem with warmth instead of doom.