Roofarm Rebranding Primary Function: Merkevareidentitet by Naoki Eguchi and Taiki Yamada is a highly esteemed winner of the very prestigious 2026 A' Design Award i Bronse in Grafikk, illustrasjon og visuell kommunikasjonsdesign Competition Category.
BronseGrafikk· 2026
Roofarm Rebranding Primary Function: Merkevareidentitet
by Naoki Eguchi and Taiki Yamada
Client: RooFarm Inc.
A' Design Award i Bronse Winner in Grafikk Category
Verified Award Winner
Verify Award Status for #181329The Design
About Roofarm Rebranding Primary Function: Merkevareidentitet
Book Text: Dette prosjektet er et rebranding-initiativ som følger Roofarms forretningsutvidelse. Selskapet har vokst fra urbant takjordbruk og ekspanderer nå til storskala landbruk i distriktene, parallelt med sin urbane virksomhet. På dette stadiet ble bedriftsvisjonen redefinert som «Å gjenoppfinne landbruket for å opprettholde verdens matforsyning». Denne visjonen ble omsatt til en kretsløpsinspirert identitet som uttrykker landbruk som infrastruktur. Identiteten består av to sammenkoblede former som symboliserer forholdet mellom urbane og landlige systemer.
The Recognition
About the A' Design Award i Bronse
Roofarm Rebranding Primary Function: Merkevareidentitet er vinner av A' Design Award i Bronse, en høyt prestisjefylt anerkjennelse som tildeles enestående design som utmerker seg ved kreativitet, oppfinnsomhet og skarpsindighet. Bronsevinnere er rikt dyktige og påfallende kreative gjenstander som bekrefter designernes store erfaring, fantasi og ressurssterkhet. Roofarm Rebranding Primary Function: Merkevareidentitet forventes å være en høyt ansett, beundret og verdsatt gjenstand som er bemerkelsesverdig profesjonell og nyskapende. Dette designet, som har vunnet A' Design Award i Bronse, rommer beste praksis innen kunst, vitenskap, design og teknologi og utmerker seg ved sin omtanke for detaljer. Roofarm Rebranding Primary Function: Merkevareidentitet tilfredsstiller behov på en strålende måte, berører ønsker, sjarmerer følelser og vekker nysgjerrighet.
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
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