Roofarm Rebranding Primäre Funktion: Markenidentität by Naoki Eguchi and Taiki Yamada

Roofarm Rebranding Primäre Funktion: Markenidentität by Naoki Eguchi and Taiki Yamada is a highly esteemed winner of the very prestigious 2026 A' Design Award in Bronze in Grafikdesign Competition Category.

BronzeGrafik· 2026

Roofarm Rebranding Primäre Funktion: Markenidentität

by Naoki Eguchi and Taiki Yamada

Client: RooFarm Inc.

A' Design Award in Bronze Winner in Grafik Category

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Roofarm Rebranding Primäre Funktion: Markenidentität

Buchtext: Dieses Projekt ist eine Rebranding-Initiative, die mit der Geschäftserweiterung von Roofarm einhergeht. Das Unternehmen ist aus der urbanen Dachlandwirtschaft hervorgegangen und expandiert nun neben seinen städtischen Aktivitäten in die großflächige ländliche Landwirtschaft. In dieser Phase wurde die Unternehmensvision neu definiert als „Die Landwirtschaft neu erfinden, um die weltweite Nahrungsmittelversorgung zu sichern“. Diese Vision wurde in eine von Schaltkreisen inspirierte Identität übersetzt, die die Landwirtschaft als Infrastruktur zum Ausdruck bringt. Die Identität zeichnet sich durch zwei miteinander verbundene Formen aus, die die Beziehung zwischen urbanen und ländlichen Systemen symbolisieren.

The Recognition

About the A' Design Award in Bronze

Roofarm Rebranding Primäre Funktion: Markenidentität ist Gewinner des A' Design Award in Bronze, einer hochprestigeträchtigen Anerkennung für herausragende Designs, die sich durch Kreativität, Einfallsreichtum und Scharfsinn auszeichnen. Bronze-Gewinner sind reichlich geschickte und auffallend kreative Artefakte, die die große Erfahrung, Fantasie und Findigkeit ihrer Designer belegen. Von Roofarm Rebranding Primäre Funktion: Markenidentität wird erwartet, dass es ein hochgeschätztes, bewundertes und geliebtes Objekt ist, das bemerkenswert professionell und innovativ ist. Dieses mit dem A' Design Award in Bronze prämierte Design verkörpert bewährte Verfahren in Kunst, Wissenschaft, Design und Technologie und ist hervorragend in seiner Liebe zum Detail. Roofarm Rebranding Primäre Funktion: Markenidentität befriedigt Bedürfnisse auf großartige Weise, berührt Wünsche, bezaubert Gefühle und spricht die Neugier an.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: This project is a rebranding initiative accompanying RooFarm's business expansion. Against the projected 2050 food crisis and global supply chain challenges, the company has grown from urban rooftop agriculture and now expands into large-scale rural farming alongside its existing urban operations. At this turning point, the corporate vision was redefined as "Reinventing Agriculture to Sustain the World's Food Supply," repositioning agriculture as infrastructure supporting society. The visual identity system translated this shift into a cohesive brand foundation for continued growth.
Dimensions & Packaging: The logo was designed with reproducibility in both physical and digital formats as a fundamental premise. It maintains its symbolic integrity even in monochrome and features a structure that allows enlargement, reduction, and three-dimensional application. It functions as a scalable brand foundation that grows alongside business expansion.
Tags: Brand Identity, Logo Design, Visual Communication, Agricultural Innovation, Startup, Infrastructure, Graphic Design
Production Technology: Adobe Illustrator, Adobe Photoshop, Blender, KeyShot, Autodesk Fusion 360
Design Challenge: The greatest challenge of this project was to integrate the traditionally separate concepts of urban and rural and technology and agriculture into a single, clear brand identity. It needed to be simple yet possess strong symbolism, withstand discussion on a societal scale, and be forward thinking while retaining the approachability expected of a food brand. To achieve this balance, we pursued a structure that encapsulates maximum meaning with minimal elements.
Research: This project redefined the vision for agriculture pursued by RooFarm by organizing the business structures, social roles, and future scalability of both urban and rural agriculture. From a perspective that views agriculture not as production but as a foundation, we investigated and analyzed its relationships with technology, logistics, and social structures, exploring ways to visually integrate these elements.
Inspiration: RooFarm's new visual identity reexamines the fragmented structure in which cities consume and rural areas supply, envisioning a new model that reconnects urban and rural agriculture. It translates the concepts of reinventing, supporting, and becoming the foundation into a logo inspired by electronic circuits and circuit boards. Structured through two distinct yet interconnected forms, the mark presents agriculture not merely as production but as infrastructure, symbolizing both independence and interdependence between urban and rural systems.
Project Duration: The project commenced in Tokyo, Japan in October 2025 and is scheduled to launch in April 2026.
Operation Flow: The logo design is adaptable for diverse touchpoints including cardboard, planters, packaging and digital media. It creates a consistent brand experience from production sites to consumers. The logo silhouette balances technological sophistication with approachability as a food product.
Team Members: Naoki Eguchi - AD / D
Taiki Yamada - AD / D
Image Credits: Naoki Eguchi / Taiki Yamada