This project is about identifying and decoding a company’s identity and concepts in
the digital (and physical) world - with a view to disrupt and re-design conventional
practices and communication. The focus is on working strategically with campaign
communication elements with an innovative mindset. GRIM means "ugly" in Danish and sheds light on everything dysfunctional across today's food value chain.1/3 of all fruits and vegetables are discarded due to beauty standards, overproduction, too much packaging and the exploitation of farmers.