Beautiful people eat "ugly" fruit.
In nature, there are fruits and vegetables of different shapes, sizes and colours. However, the preference of the main channels of distribution of aesthetically "perfect" products entails a loss of approximately 30% of the fruit and vegetables produced by farmers in Europe. The Fruta Feia (Ugly Fruit) cooperative emerges from the need to combat the inefficiency of the market by creating an alternative market for ugly fruits and vegetables that can change consumption patterns. Our proposal is a very transparent and colourful and lovable identity that aims to communicate the "quality stamp" of the ugly fruit.