Food Gone Good

Client: Apeel

Food waste is one of the biggest contributors to climate change. But few solutions exist to create lasting change.


So when Apeel, a start-up that discovered a way to use nature to protect nature, to make produce last longer, fighting food waste and climate change, we had but one question.

The idea

What if instead of food going bad,
it went good?

To introduce more than a message, it was a new way of thinking that could cause a chain reaction inside the food production chain.

First, we helped create a unique visual identity. Visualize the product’s protective layer by taking inspiration from screen-printing, an art form based on layering, and create a look and feel unprecedented in the category.

We soon followed with a collection of “epiphanies”—sparks of inspiration in the form of film, print, OOH, in-store, digital, radio, and more. Each reminds you that food doesn’t just have to make a meal—it could make a difference.


Even now, the idea continues to build momentum. Bringing in partners, collaborators, retailers, and organizations across the food chain. And showing what happens when food doesn’t go bad. But instead, goes good.