Morrisons' "Naturally Wonky" range epitomizes a significant shift in consumer and corporate behavior towards sustainability. This initiative tackles the colossal issue of food waste, particularly focusing on the 20% of onions and 25% of apples in the UK discarded due to aesthetic standards. Supermarkets globally reject 1.5 billion tonnes of food for similar reasons, posing a dire environmental challenge.
"Naturally Wonky" subverts these norms by offering produce that would typically be disregarded for its appearance. The range is priced about a third lower than standard products, benefiting customers, the environment, and farmers who can now sell more produce.
The project's communication challenge was immense, needing to distill this complex, multifaceted message into limited packaging space.
The crux of the branding strategy was transforming perceived negatives into positives. The terms 'waste', 'wonky', and 'ugly', often laden with negative connotations, were not avoided but instead embraced and celebrated. This approach was pivotal in redefining customer perceptions and promoting acceptance of non-standard produce.
The resulting packaging design is joyful, optimistic, and visually striking, ensuring clarity and appeal. It represents a bold statement in the retail sector, promoting not just a product, but a movement towards greater sustainability and an end to superficial food rejection.
This project stands as a testament to the power of design in effecting real-world change, demonstrating how creativity can transform societal norms and consumer behaviors.