Afterlife

BRANDING / DESIGN / ILLUSTRATION
Afterlife is an urban, circular farming start-up, that turns food waste into high-quality mushrooms. They collect unused food from local restaurants and turn it into compost blocks, that are used to grow a variety of fresh mushrooms. These are then sold back to trade, with any left-over compost donated to local community gardens.

The challenge was to develop a visual identity for this fresh, young company bringing a new perspective to a very traditional category. The name “Afterlife” highlights the circularity of the brand - creating new from old. The personality is cheeky with a ‘fresh’ tone of voice, creating a new perspective around urban farming. The logo emphasizes the word ‘life’ with the letterforms that bloom like the mushrooms grown on the mycelium blocks. The style was inspired by sticker culture in the streets of NYC, where the farms are situated. The recyclable stickers are functional and are used to illustrate the different varieties of mushrooms grown, and the cities they are from, as the brand progresses on its plans to expand to multiple cities. The photography style really heroes the beauty of the mushroom blooms, looking at mushrooms from different perspectives. All lifestyle photography takes on a street-style and B+W treatment, allowing the mushrooms to take center stage in their full delicious color. The color palette is inspired by the natural mushroom tones and green street signage seen around the city.

Project completed whilst freelancing for Dragon Rouge NYC