Designed by: Studio Blackthorns | Country: France

Did you know 50 percent of food is thrown away as waste in Canada? Yes, that is a fact! LOOP Mission is out in the world to change all that. The group collects fruits and vegetables that are about to fail the cycle of distribution to transform them into cold press juices.

“LOOP Mission is a circular economy project that aims to reduce food waste by repurposing the outcasts of the food industry. In a nutshell, they save fruits and veggies that are rejected because they don’t have the proper shape, size or a shelf life that is not long enough to survive the cycle of distribution. They transform them into awesome cold pressed juices.

But they’re not a juice company; they’re a food waste fighting powerhouse. They have beers brewed with day-old bread, a gin distilled using potato cuttings from a potato chip factory, hand-crafted soaps made with rejected cooking oil… and this is only the beginning! There are so many exciting things still to come, all saving more food products from needless waste.”

The packaging

LOOP Mission partnered with Studio Blackthorns, a Lyon-based branding agency, to help them position themselves in the market with a “strong and differentiating brand image.” The packaging illustrations highlight how the brand is making a difference in the world.

“Loop Mission challenged themselves to create yummy baked goods that give a second chance to as many ingredients as possible. So, this time, the rescue squad has pulled out all the stops, and they can guarantee their customers won’t be disappointed. Combining a whole bunch of healthy upcycled ingredients results in tasty, ugly, tender-hearted little bites that remind us where true beauty lies – on the inside.

In order to position themselves in a new market (food) and maintain their strong and differentiating brand image, David and Julie wanted Studio Blackthorns to help them implement a positioning strategy and create three new products.

Flavors are Chocolate raspberry beet, Carrot orange turmeric and Lemon ginger poppy seeds (Vegan, Palm oil free, Source of Omega-3, No Preservative).”