URBAN ROOTS

Urban Roots is an urban gardening centre based in London’s Borough Market. The target audience want to escape London’s buzzing hustle culture. A minimal base palette and serif typeface draws inspiration from London’s architecture and history, while swirly lines and rough-edged illustrations convey the wild side of nature.

BRAND CONCEPT

The New London

Owning London’s history, infrastructure and culture by renovating the dull, lifeless city into a green vibrant space.

VISUAL KEYWORDS

Fresh Wild Space

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