ØsterGRO
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Urban farms are sprouting up all over the world, in vacant lots, behind apartments, and on top of sturdy buildings. Copenhagen's biggest urban farm appeared on a rooftop in the Østerbro neighborhood in 2013, which inspired the clever name. The farm provides fresh produce, agricultural workshops, and much needed green space. However, the current branding does little to encapsulate their ambitious mission of bringing the farm into the city. For my final project during my semester abroad, I created a conceptual brand for ØsterGRO, evoking the colors, typography, and utilitarian ethos of actual Danish farms.
Process
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While researching urban farms, I found that some focused on serving struggling communities, some positioned themselves as food sources, and others were primarily educational tools. Østergro dabbles in each of these areas, but its primary objective is to bring the farm into the city, both in feeling and in physical presence. To illustrate this mission through a brand identity, I tried to understand how actual farms brand themselves, instead of creating my own imaginary farm aesthetic. What I found led me to a brand that was vernacular, utilitarian, and easily reproducible, but also ordered, simple, and modern.
