Roofarm Rebranding Primary Function: Merkidentiteit by Naoki Eguchi and Taiki Yamada

Roofarm Rebranding Primary Function: Merkidentiteit by Naoki Eguchi and Taiki Yamada is a highly esteemed winner of the very prestigious 2026 A' Design Award yn Brûns in Grafyk, Yllustraasje en Fisuele Kommunikaasje Ûntwerp Competition Category.

BrûnsGrafysk· 2026

Roofarm Rebranding Primary Function: Merkidentiteit

by Naoki Eguchi and Taiki Yamada

Client: RooFarm Inc.

A' Design Award yn Brûns Winner in Grafysk Category

7,891

Verified Award Winner

Verify Award Status for #181329

View at A' Design Award Press Release Award Badge

Colors

The Design

About Roofarm Rebranding Primary Function: Merkidentiteit

Book Text: Dit projekt is in werbrandingsinisjatyf dat mei de bedriuwsútwreiding fan Roofarm gearrint. It bedriuw is opgroeid út stêdske dakkelânbou en wreidet no út nei grutskalige plattelânslânbou njonken syn stêdske aktiviteiten. Yn dizze faze waard de bedriuwsfyzje op'e nij definiearre as Lânbou opnij útfine om de wrâld syn itenfoarsjenning te ûnderhâlden. Dizze fyzje waard oerset yn in troch sirkwy ynspirearre identiteit dy't lânbou as ynfrastruktuer útdrukt. De identiteit hat twa mei-inoar ferbûne foarmen dy't de relaasje tusken stêdske en plattelânssystemen symbolisearje.

The Recognition

About the A' Design Award yn Brûns

Roofarm Rebranding Primary Function: Merkidentiteit is in winner fan de A' Design Award yn Brûns, in heech prestisjeuze erkenning foar treflike ûntwerpen dy't har ûnderskiede troch kreativiteit, fernuft en tûkens. Brûnswinners binne tige feardige en opfallend kreative artefakten dy't de grutte ûnderfining, ferbylding en betochtsumens fan har ûntwerpers befêstigje. Fan Roofarm Rebranding Primary Function: Merkidentiteit wurdt ferwachte dat it in tige heech achte, bewûndere en dierber objekt is dat opmerklik profesjoneel en ynnovatyf is. Dit winnende ûntwerp fan de A' Design Award yn Brûns yntegrearret de bêste praktiken yn keunst, wittenskip, ûntwerp en technology en is treflik om syn omtinken foar detail. Roofarm Rebranding Primary Function: Merkidentiteit foldocht behoeften prachtich, reitsjet winsken, betsjoeveret gefoelens en sprekt nijsgjirrigens oan.

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