ØsterGRO is Denmark’s pioneering rooftop farm and restaurant, founded on principles of sustainability, community, and local food production. Together with my design partner, Ida Straarup, I developed a new visual identity that reflects ØsterGRO’s ecological values while supporting its mission to inspire urban gardening and conscious living.

Strategy
The identity is built around the concept of growth—both in nature and in mindset. This idea is expressed through a logo with a progressive increase in font weight, subtly symbolizing cultivation, development, and long-term sustainability. To enhance the tactile, organic character of the brand, we introduced paper-like textures across graphic elements, grounding the identity in natural, physical materials. The color palette is drawn directly from the garden itself, using fresh, natural tones to create an inviting and lively expression. Photography is treated with high contrast to highlight the intensity and richness of naturally grown produce, reinforcing the authenticity of ØsterGRO’s environment.

Result
The result is a visual identity that feels fresh, honest, and deeply rooted in ØsterGRO’s values. It balances clarity with warmth, celebrating sustainability, growth, and the beauty of locally cultivated food while positioning ØsterGRO as a progressive and inspiring voice in urban agriculture.