— Brands

Urban Crop brings living food and flowers to people in the city

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Last night Renee Nutbean and Joost launched their fantastic new venture Urban Crop. It is a product where consumers can purchase living herbs and flowers in healthy soil, crop the plants upon demand at home, and put them back into the cycle, via composting. One can see that this won’t be the last of this type of venture in packaging fresh healthy food.

Last Thursday, in a mad rush we developed this brand for Urban Crop. Under the constraints of the launch, next week, we conceived this concept of mashing, or relating, the simplest representation of recycling – humble and hard working arrows, with the words – Urban Crop, informed by Joost’s (architect’s or designers hand) fantastic handwriting.

Launch poster, image by Earl Carter

Launch poster, image by Earl Carter

Urban Crop at this stage is a Melbourne based project, to learn more visit Urban Crop here

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Make PLAnet Cup part of your take-a-way world

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Henry poster and folder too

Henry poster and folder too

Luca poster and folder too

Luca poster and folder too

Millions of disposable cups are used everyday in developed countries for beverages such as coffee. Few can claim to be 100% compostable.

In Australia PLAnet Cup is one of the first companies to develop a compostable take-a-way cup and lid. The studio was commissioned to developed a low impact, highly visible communication campaign applied to a refreshed brand, image campaign, retail, advertising and web applications.

The work we developed started with investigating green, or sustainable marketing. Our process uncovered a green sector rich with fluffy green messages and images making big claims and loaded with feel good, doing good statements. As an approach we feel that to be green focused and a sustainable business is a given in contemporary commercial life.

PLAnet Cup’s communication campaign had to offer the audience a product that is grass roots, low impact and connected with the ways in which the community is coming to terms with sustainable living. Using humor and kids with a splash of acid green seemed to be a logical starting point to make a meaningful message.

Ask your café for PLAnet Cup and then go out of your way to compost your used cups!

Visit PLAnet Cup here

According to wikipedia –

Most paper cups are designed for a single use and then disposal or recycling. A life cycle inventory of a comparison of paper vs plastic cups shows environmental effects of both with no clear winner.[9]

A study of one paper coffee cup with sleeve (16 ounce) shows that the CO2 emissions is about .11 kilograms (.25 pounds) per cup with sleeve – including paper from trees, materials, production and shipping.[10] The loss of natural habitat potential from the paper coffee cup (16 ounce) with a sleeve is estimated to be .09 square meters (.93 square feet).[11]

Over 6.5 million trees were cut down to make 16 billion paper cups used by US consumers in 2006, using 4 billion gallons of water and resulting in 253 million pounds of waste.[8]

Very little recycled paper is used to make paper cups because of contamination concerns and regulations. Because most paper cups are coated with plastic, both composting and recycling of paper cups is uncommon.[8]

Although paper cups are made from renewable resources (wood chips 95% by weight), paper products in a landfill may not decompose, or may release methane if decomposed anaerobically. The manufacture of paper usually requires inorganic chemicals and creates water effluents.

Paper cups may consume more non-renewable resources than cups made of polystyrene foam (whose only significant effluent is pentane).[12][13] A number of cities—including Portland, Oregon — have banned XPS foam cups in take-out and fast food restaurants.[14]

PE is a petroleum based coating on paper cups that can slow down the process of biodegrading. PLA is a biodegradable bio-plastic coating used on some paper cups. PLA is a renewable resource and makes paper cups more compostable, whereas PE is not renewable and is not compostable.

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New image and brand for Carousel Café

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Carousel Café is situated on the foreshore of Albert Park Lake on the outskirts of the city of Melbourne. The foreshore is a popular spot for visitors to meet. On any day dogs, joggers, sailing craft, ducks, walkers will make it’s five kilometres of walking paths and subsequent green spaces a place to exercise, relax and take in the outdoors.

food&desire briefed the studio to develop a new image that adopts the venue’s existing brand and reflect the environment. We developed a new brand that ties in with an existing look, then developed a range of illustrations of people interacting with Albert Park Lake with which we brought together into a range compositions for use on cafe collateral, signing and uniform.

Thanks again to the food&desire crew.

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A new identity for Spring Osteo Clinic

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The studio has spent the last few months developing a range of brands for the business and government sectors. Spring Osteo Clinic is a new osteo practice located in Surrey Hills, east of Melbourne’s city centre.

The brief called for a robust mark and type treatment that communicated a new professional and contemporary clinic. The research process was again invaluable, as we discovered that a human graphic form strapped with the clinic’s name was a no go for this new brand – as it appeared that every osteo practice in Melbourne used the human form – realistic to abstract, in their brand identities.

At the concept and design stages a range of outcomes were presented – people and spring based, along with type and colour options. A clean custom typeface was approved and developed from scratch along with a spring symbol. We recommended a bright colour palette to assist with setting a positive mood for patients. The spring symbol was developed to convey notions of activity, growth, and positivity. The whole package enforced that Spring is a clinic that assists patients to start, or maintain a path of well being and good health.

The brand mark is being applied to signing, apparel, digital and print applications.

Thanks again to Catherine for your vision, excellent briefing and guidance.

Make an appointment with Spring here

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Kate Keane’s new brand is all about collaboration

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Many publicity and events firms have brands that use stacked variations of the typeface Bodoni or Helveltica. Kate wanted something bold, classic and unique.

To start the process we asked Kate to write her name in her hand and she happened to have a style of writing that would translate wonderfully into a brand mark – like the hand of fashion designer Agnes B. We busied ourselves with graphically translating and interpreting her script into a simple mark. A website has been developed and stationery is to follow. Thanks again Kate for giving us your hand.

Visit Kate Keane Publicity and Events here

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