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propagate Brand Development

Christian Reichle GRCD 2014 Capstone 03.04.14


THE MISSION Propagate is an urban market farm intended to provide fresh produce, directly to market in an effort to deepen the relationship consumers have with their food and promote conscious living through design. We provide education reguarding urban agriculture through an immersive aquaponics greenhouse. We believe this practice is a strong alternative growing method due to its low impact, high productivity and adaptability to the urban environment.

prop路a路gate 1. breed specimens of (a plant, animal, etc.) by natural processes from the parent stock. 2. spread and promote (an idea, theory, etc.) widely.


Graphic INSPIRATION

Our vision of the brand was that it portray a merger of farm-traditional and the urban environment. I was drawn to combinations of script and traditional typefaces to allude to this combination and handdrawn or hand crafted could be a good fit.


AESTHETIC DIRECTION

The space and brand should work cohesively to portray that same merger. Colors should reflect both the warm earth tones of stone or wood, and the cool industrial tones found in the urban space. War


Material Selection

Many of our material choices will be driven by upcycling availability. We are collecting and sourcing reclaimed wood and steel

Key Materials


Typography HEADERS

bebas neue regular

Propagate

ABCDEFGHIJKLMNOPQRSTUVWXYZ BODY COPY

BASKERVILLE REGULAR

Urban Market Farm

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz COLOR


SKETC Preliminary Sketches

Us is magnihi llenit, ommolupisti disinia corio conseque voluptur alignis aliquat ionseque corrum lacea doluptas quis quo beruptatem. Tem solore eum dolupta conectur, quiderspit eum faccupicil ius eostio. Ipsum ipis erchill upturio te eum remo eatectotatia soluptas dolorempos andisti ipsum


CHES


SKETCHE


ES

CONCEPT #1 Ihit fugiasin ra volores im fugit, utem. Nam des ea conse prat officid esequam, omnimaximi, ut aut officil ex explit pa nim quas a veligen danihit qui sunt, tota


P R O PAGATE


PROPAGATE


SKETCHE


ES

CONCEPT #2 Ihit fugiasin ra volores im fugit, utem. Nam des ea conse prat officid esequam, omnimaximi, ut aut officil ex explit pa nim quas a veligen danihit qui sunt, tota


urban market farm


urban market farm

urban market farm

urban market farm

urban market farm


Propagate brand book update