Roofarm Rebranding Tuakiri Waitohu by Naoki Eguchi and Taiki Yamada

Roofarm Rebranding Tuakiri Waitohu by Naoki Eguchi and Taiki Yamada is a highly esteemed winner of the very prestigious 2026 A' Design Award Parahi in Hoahoa Whakairoiro, Whakaahua Ringa me te Whakawhitiwhiti Ataata Competition Category.

ParahiWhakairoiro· 2026

Roofarm Rebranding Tuakiri Waitohu

by Naoki Eguchi and Taiki Yamada

Client: RooFarm Inc.

A' Design Award Parahi Winner in Whakairoiro Category

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Verified Award Winner
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View at A' Design Award Press Release Award Badge

Colors

The Design

About Roofarm Rebranding Tuakiri Waitohu

Ko tēnei kaupapa he mahi whakahou waitohu e haere ngātahi ana me te whakawhānui pakihi a Roofarm. Kua tipu ake te kamupene i te ahuwhenua tuanui tāone, ā, e whakawhānui ana ināianei ki te ahuwhenua taiwhenua nui ake i te taha o āna mahi tāone. I tēnei wā, i whakatauhia anōtia te whakakitenga rangatōpū hei Te Hangatanga Hou o te Ahuwhenua kia Whakaū ai i te Puna Kai o te Ao. I whakawhitihia tēnei whakakitenga ki tētahi tuakiri i whakaawehia e te ara iahiko e whakaatu ana i te ahuwhenua hei hanganga tūāpapa. E whakaatu ana te tuakiri i ngā āhua honohono e rua e tohu ana i te whanaungatanga i waenga i ngā pūnaha tāone me te taiwhenua.

The Recognition

About the A' Design Award Parahi

Ko Roofarm Rebranding Tuakiri Waitohu te toa o te A' Design Award Parahi, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke e tohua ana mā te auaha, te mahi mōhio me te whakaaro hōhonu. Ko ngā toa Parahi he mahi pukenga e rite ana, he auaha mīharo, e whakatūturu ana i te wheako nui, te whakaaro me te mōhio-ā-ringa o ā rātou kaihoahoa. E tūmanakohia ana ko Roofarm Rebranding Tuakiri Waitohu he taonga whakanuia, whakamīharotia, aroha nui, he ngaio, he auaha hoki. Ko tēnei hoahoa i toa i te Parahi e whakauru ana i ngā tikanga pai rawa i te toi, te pūtaiao, te hoahoa me te hangarau, ā, he tino mīharo ki ngā taipitopito. Ka whakatutuki a Roofarm Rebranding Tuakiri Waitohu i ngā hiahia, ka pā ki ngā hiahia, ka whakaoho i ngā kare-ā-roto, ā, ka kume i te pākiki.

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