Concrete Jungle is a conceptual brand specializing in Hydroponic Gardens for urban environments.
The brand presents a vision centered around contrast; the contrast between the urban and the natural, along with the collision of the two that’s inevitable in an ecologically sustainable future.
There’s a tremendous amount of whimsy to be found in the clashing of these two environments among this market’s vision of the future.
Instead of running from this whimsy and trying to ground the brand as many competitors are doing, the best path forward is to run headfirst into it and advertise that whimsy as a possibility and promise of the future.
The logo plays with the natural contrast in this brand. It pairs classic serif elements with sleek modern minimalism expected of a tech company. This presents a dichotomy sure to stand out in this burgeoning market.
The clashing of simple slogans and a sleek modern type with this brand's storybook-esque imagery presents a simple vision and statement that all passersby will immediately resonate with.
Thanks to the extremely strong foundation of this brand’s elements, Concrete Jungle can be concise and bold in its practical graphic language.
And finally, it works in the wild.
The bold whimsy of Concrete Jungle would be nothing if it didn’t work in the wild. Luckily, the bright, bold imagery of the brand works its way into urban environments in a way that stands out and sells its vision in both principle and practice.