






Does Not Fit the Norm, winner of the BOLD Creative Festival by EDP (2020), tackles the alarming issue of food waste—Fruits and vegetables in Europe are discarded solely for not meeting visual standards. This project uses irregular, rejected strawberries to create a bold, vibrant design that highlights their natural imperfections. By embracing odd shapes and colors, the project encourages people to rethink their choices and understand the impact of aesthetic selectiveness on food waste. Pick the ugly ones—because what doesn’t fit the norm can still be perfectly good.