Oddbox undergoes playful, quirky brand refresh

The brand sells ‘ugly-but-delicious’ produce to make every harvest count. Oddbox partnered with creative design agency Kuba & Friends for a brand identity refresh, focusing on messaging and tone of voice.

The new logo marks a major colour change to the brand’s identity, making a fresh transition from green to orange. Irregularly angled letters that look thrown into a box visually represent Oddbox’s quirky personality and resemble the loose refillable fruits and vegetables sold in its produce boxes.

"Kuba & Friends challenged us to go bigger and odder than we ever had before. Across positioning, visuals and tone of voice, every decision was intentional, bold and lifted the brand significantly,” says Gastón Tourn, chief growth officer at Oddbox. “At the start, I saw the logo and the green as untouchable. Now, we’ve boldly embraced orange and a completely new identity, taking ‘Good Food Doing Good’ to an entirely new level.”

A new colour palette uses hues that change with each season, including green for spring, purple for summer and orange for autumn. New illustrations feature silhouettes of fruits and vegetables in vibrant, yet natural colours that complement the bold new orange of Oddbox’s logo.

Photography for the design features farmers on their land, who lie at the heart of the brand, as well as the produce itself and the meals made with the food. All the photos are vibrantly saturated and fall right into place with the natural colour palette.