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

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