A Brand All About Community and Second Chances
Imperfect is a community restaurant that was created with the aim of helping people at risk of social exclusion to reintegrate into society, by offering personal help and training in catering. Sr. y Sra. Wilson created the brand strategy and identity. She wanted to communicate the message and values of Imperfect, promoting the social aspect of the project to participants and customers.
To develop the branding Sr. y Sra. Wilson drew on the philosophy of the Japanese technique of kintsugi, which views breakage and repair as part of the history of an object that should be displayed instead of disguised, as these traces and imperfections make the object even more beautiful. Sr. y Sra. Wilson used mainly natural materials, such as recycled paper and wood to create a warm atmosphere and keep the costs at a minimum.
Images © Koldo Castillo