Regenerate to Transform

Brand Identity / Brand Experience

SoilFeeders is a cross-sectoral collaboration that seeks to establish Hong Kong’s circular food economy.

Funded by Zero Foodprint Asia (ZFPA) and facilitated in partnership with Soil Trust and PolyU School of Design, ZFPA turned to SR to give life to this science-backed and circular waste-to-soil-to-food solution for Asia’s hospitality visionaries.

A brand strategy and visual identity that encapsulates SoilFeeders humanistic and science-backed methodology.

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.