Established in 2014, Misfit is a product range of cold-pressed juice made from scraps of vegetables and fruits that otherwise go to waste because they are not the right size, shape, or color that, as Misfit says, don’t fit the “high aesthetic standards for produce that is retailed in the US.” They calculate that over 20 billion pounds of fruits and veggies go unharvested or unsold every year in the U.S., so a fraction of that is going into their juices, made in Washington DC and sold in various retail locations in Washington and New York, including Whole Foods. Recently, Misfit introduced a new identity and packaging designed by Brooklyn, NY-based Gander.
https://www.underconsideration.com/brandnew/archives/new_logo_identity_and_packaging_for_misfit_by_gander.php