PUBLISHER’S CHOICE | GOLD

Odds & Ends

RETAILER: Misfits Market
BRAND: Odds & Edds
COUNTRY: United States

AGENCY: Thought Matter
CATEGORY: Organic and Natural Packaged Goods

CREDITS:

Morgan Drummond, Misfits Market, Senior Director of Private Label Madeline Lubowitz, Misfits Market, Senior Manager, Private Label Tim Suglian, Misfits Market, Creative Director Able Parris, Thought Matter, Group Creative Director Samantha Barbagiovanni, Thought Matter, Design Director Ryan Wattaul, Thought Matter, Senior Designer Molly Coletta, Thought Matter, Project Manager Giacomo Bagnara, Freelance Illustrator

BRIEF:
This year, Misfits Market expanded its private label, Odds & Ends, with new formats, flavors, and formulas—including Soffritto Paste, Truffle Mushroom Mezzaluna Ravioli, and gluten-free pasta—demonstrating a system that supports elevated, ingredient-forward products without relying on exclusivity cues or price signaling, while remaining approachable and clear. The packaging system continues to reflect the brand’s “misfit” personality, with a warm, vibrant color palette and hand-crafted illustrations textured to celebrate the charming irregularity of the products. Bespoke badges highlight imperfect, rescued, or upcycled ingredients, inviting consumers to engage with the mission. Odds & Ends now repurposes over 500,000 pounds of food annually, and the developed system drives creative innovation, portfolio growth, and new product experiences. Odds & Ends is proof that you can turn imperfections into impact.