Imperfect Foods Experiential
In 2022 as a part of Imperfect Food’s Experiential initiatives we launched a series of events, Food Waste Week. These pop up events took place in Los Angeles and San Francisco. The photos below highlight our event at Spark Social in San Francisco. Our goal is to bring brand awareness to each of these cities and encourage guests to sign up for our service. I co-led the design and creation of the physical and digital experiences of each of these events.

Event metrics: 559 Consumer Events RSVPs / 908 Email Lead / 7 Press Hits / 64m Total Media Impressions / 1,180 lbs of imperfect food used

Our event has many activations for our guests, one of them being this larger-than-life Imperfect Foods box. My co-art director and I partnered with our brand marketing team to design the interior and exterior of the box. As one of our main activations it had to educate our guests about the Imperfect food journey and business, as well as be transportable and sustainable. It served as a great way to engage guests with many photo opportunities.

Another activation was our Imperfect branded Plinko game, which served as an incentive for our guests to sign up for our service. Guests could pick a coin and play to win a free smoothie made from Imperfect Foods groceries. By using the “Imperfect Bucks” that matched the slot their coin fell into. This game allowed us to exceeded our email collection goal by almost 2x. My co-art director and I designed the game, coins and Imperfect bucks.

In addition to our large-scale pieces, I oversaw the design of dozens of smaller assets, such as stickers, lawn games, directional/ informational signage and an Imperfect trike.

Digital Landing Pages

In addition to the event itself, I co-designed the landing pages for the events to share with our donation partners and guests. Each page contained information on event speakers, restaurant partners, and more. We were inspired by vintage travel postcards and stamps to communicate the idea of Imperfect Foods traveling from city to city. We used the same design elements throughout the experience, from physical signage at the pop-ups to customer-face emails.

Role: Co-Art Director and Designer
Creative Director: Jenn Vo | Co-Art Director and Designer: Irene Lee
Event Production: Rachel Skeen and Cogs & Marvel | Event Photographers: John Bedell and Annie Maguire