Luv the Grub is a social enterprise that rescues bruised and bumped produce from the landfill, used the making of jams and chutney while offering paid employment and training for women with barriers to employment. My goal was to create a visual identity that people could relate to and understand and that spreads Luv the Grubs mission of eliminating food waste. I wanted to visually reflect Luv the Grubs brand values and personality across various design platforms including brand identity, stationery, product label/packaging and promotional materials. These brand and promotional materials would then be used to create awareness, launch sales and gain entry into the market. I created a brand that focuses on fresh local food while being eco conscious and eliminating food waste. My design process was informed by research (competitive analysis, market and industry research, and community feedback). I created a icon based logo that mimicked the heart shape and imperfect fruit, representing the rescued produce and to demonstrate the care and love behind the initiative. The icon and colors would change based on the product. I drew patterns for the labels, which represented simplified and imperfect versions of the produce. Through the font, color scheme, patterns and iconography, the brand portrays a modern, fun and fresh take on sustainability and speaks to the community oriented citizen with an interest and in love for gourmet fresh food and produce.
Farzana Sunderji Provisional RGD
Member since
April 20, 2018
Areas of Specialty
Branding, Corporate Communications, Print Promotion
Client Specialty
Arts & Culture, Food, Non-profit
Interested in Freelance
Availability for freelance work
I can work remotely
Why am I a designer?
I have a passion for using my design skills towards elevating and creating awareness around social causes and my greatest strength comes from recognizing that as designers, we have an immense potential and power to evoke positive change, create a dialogue and transform communities and lives. I truly believe that design is about an ethic that stems from a social responsibility, a visual and cultural sensitivity and awareness, integrity and a purpose that serves the public in more of meaningful way than just aesthetic and I aim to bring this philosophy and context to all of my work.
Why should you hire me?
With a background in both marketing communications and graphic design, I understand the importance of the larger scope and context that is embedded in design. Knowing this, I focus on the importance of creating meaningful and relevant design solutions that resonate with its audiences.
Where do I see myself in 5 years?
I want to work towards being in an Art Director/Creative Director role and would love to teach classes and workshops around Social Design. In the fall, I will be working towards my PIPD

I want to continue growing and learning and hope to have completed more schooling around digital and social media marketing as well as UI design.