Misfit is a concept-led branding project developed in response to a sustainability-focused brief centred on reducing food waste.

The brand repositions ‘wonky’ fruit, often discarded due to imperfections, as something bold, desirable and full of character. The range features sparkling water infused with these overlooked ingredients, transforming them into a playful and engaging product.

The visual identity draws on influences from tattoo and graffiti culture, using simple line illustrations and expressive colour splashes to create a distinctive and energetic aesthetic. This approach contrasts with the restrained tone of typical drinks branding, positioning Misfit as youthful, confident and unapologetically fun.