Client: -
Work: Design and Typography
Location: Singapore
Date: 2021

Details: The Ugly Grocer is a grocery store that specialises in selling ugly fruits and vegetables. They sell ugly organic produce in bundles and individually, in hopes of reducing food wastage and building a more sustainable society.

For the viewers to place themselves in a new world, a world similar to ours but slightly different. Through the complete immersion of these nuances, we are subconsciously accustomed to the abnormality of the natural world, be it in this plane of existence or another.

Challenging the notion of an inherently normal state of being, everything will be slightly off from collaterals to store design and more. This is in line with the askew nature of ugly fruits and vegetables, reminiscent of its supposed original form yet having a slight quirk to each one of them.