Client: Imperfect Foods is an online grocery store that sells "ugly" food that would otherwise be thrown away by farmers or stores.
Challenge: This grocery store newcomer needed to quickly explain their biggest value prop—their mission.
Solution: An eye-catching headline with ample white space draws the reader to the body copy which succinctly explains their mission without getting too heavy with stats or data.
My Roles: Copywriting, Art Direction
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