A BRAND BUILT LIKE THE SPACES IT REPRESENTS - PRACTICAL, IMPERFECT AND MADE TO GROW.
A BRAND BUILT LIKE THE SPACES IT REPRESENTS - PRACTICAL, IMPERFECT AND MADE TO GROW.
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CLIENT:
GRAFT UNION
CATEGORY:
URBAN AGRICULTURE COOPERATIVE
CONCEPTUAL CLIENT
Graft Union is a grassroots urban agriculture cooperative reclaiming overlooked city spaces for food, community and shared knowledge. The challenge was creating an identity that avoided the overly polished aesthetic often seen in sustainability brands, while still feeling functional, credible and usable in real environments. Instead of romanticising the space, the concept focused on reflecting the nature of urban growing itself — adaptive, imperfect and built over time.
The identity combines a utilitarian framework with a graffiti-inspired layer of expression. Bold typography, tagging systems, textures and graffiti mark-making introduce movement and personality. While underlying grids, hierarchy and structure keep the system cohesive across applications. The project pushed me to move beyond tightly controlled design systems and explore something more instinctive and grounded, reinforcing that even the most raw and expressive work relies on strong design principles underneath.
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