Strategic Brand Development for a Sustainability-Focused Mission
SoilFeeders is a cross-sector collaboration aimed at establishing a circular food economy in Hong Kong. Partnering with Zero Foodprint Asia (ZFPA) and the Hong Kong Polytechnic University School of Design, the project implements a regenerative kitchen-to-farm solution that transforms food waste generated by the food and beverage industry into valuable nutrients for agricultural soils.
Nourishing Minds, Partnerships, and Soils for a Healthy Future
The challenge was to create a brand that effectively conveyed the mission of SoilFeeders, ZFA’s pilot research and Hong Kong’s first waste-to-crop integration program. Sedgwick Richardson was tasked to translate scientific processes into an accessible, inspiring identity that galvanised action.
Brand Identity
The identity is inspired by the Bokashi Fermentation method used within the programme. With a transliterated meaning of Bokashi being “pixelated”, we visually convey this “breaking down” of food waste into a soil amendment that adds nutrients and improves soil texture. The curved edges of some letterforms provide a more humanistic feel to the typographic expression. This concept of pixelation is carried through key visuals, balanced with both scientific and human imagery.
The launch of the SoilFeeders brand has successfully raised awareness about the regenerative impact of this initiative on ecosystems, communities, and commerce. With a clear and engaging brand identity, SoilFeeders has not only increased its visibility but also reinforces the importance of urban-rural partnerships in addressing pressing environmental issues, paving the way for a healthier future.
