This project began as a collaborative effort to research our target audience’s behaviours and develop a campaign vision and messaging. For the individual aspect of the assignment, I created the campaign’s entire visual identity, including logo design, typography selection, and colour scheme. My deliverables include creating engaging social media posts, producing short-form video content for digital platforms, and creating out-of-home advertising materials. To enhance audience interaction, I conceptualised and designed an interactive photobooth experience that aligned perfectly with the campaign’s objectives.

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This campaign for UglyFood Co. aims to convince Singaporeans to purchase imperfect fruits and vegetables, reducing food waste while promoting sustainable grocery habits. Targeting household shoppers ages 18 and up, the message should emphasise that “looks don’t matter” and challenge current beauty standard in produce. (All visuals must be original, no stock imagery or template tools were permitted for this assignment.)