ABOUT

A circular startup that turns food waste into local, sustainable high-quality mushrooms. They believe that in order to drive meaningful change in our communities, we have to include and empower partners and customers in our circular system. They pick up unused food waste from local restaurants and turn it into compost that is used to grow high quality mushrooms. The mushrooms are then sold back to trade and any left-over compost is given to local community gardens as fertilizer.

The name “Afterlife” was chosen as it highlighted the circularity of the brand itself - creating new from old. It also delivers a cheeky and ‘fresh’ tone of voice and new perspective to the urban farming industry. This is also reflected in the copy that invites you to look at things from a different perspective.

The logo emphasizes the word ‘life’ with the letterforms that bloom from the page like the mushrooms grown on the mycelium blocks.

The style was inspired by sticker culture in the streets of NYC where the urban farms are situated. The recyclable stickers are functional and are used to illustrate the different varieties of mushrooms grown and the cities they are from and are an inexpensive way to code products.

Along with the sticker asset, we created a typographic style that communicated the repetitive, circular nature of the brand, and a photography style that really heroes the beauty of the mushroom blooms.