Afterlife’s brand is inspired by natural forms
Developed by Dragon Rouge’s New York office, the name and identity for the urban farming startup reference its circular model
Afterlife is a startup that collects food waste from local restaurants before turning it into compost to grow high-quality mushrooms, which are then sold back to restaurants.
International creative agency Dragon Rouge chose the brand name Afterlife as a nod to its circular model, during a wider exercise on its brand positioning and identity design.
The visual design and tone of voice have both been developed to bring a fresh perspective to sustainable food production, which can all too easily fall into dry or worthy territory.
The new wordmark blends a simple black sans-serif with squishy, cartoonish letterforms, which “bloom from the page like the mushrooms grown on the mycelium blocks”, according to the agency. The bubble lettering nods to the hip-hop and graffiti culture found in New York City, where the first Afterlife urban farms are located, with plans to introduce more in other cities.
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The wordmark is just one of a suite of recyclable stickers created for the brand, along with mushroom symbols and motifs representing New York’s skyline. The agency also developed a photography style that showcases the mushroom’s beautiful sculptural forms.
The design system also involves repetitive typographic treatments, which ties into current design trends while conveying a deeper symbolism – such as the patterns found in nature (including the ‘gills’ found on the underside of mushrooms) and Afterlife’s cyclical production methods.
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