WEED REBELLION
Develop a brand identity for an East London urban gardening centre that inspires and teaches people to create their own gardens and grow their own food, while fostering community and meaningful climate action.
Weeds challenge our perception of beauty
Visually, the brand takes cues from the bold, expressive energy of the punk movement, specifically its raw, collage-style poster art, which evolved into gritty, green collages of London’s cityscape. This rebellious spirit also gave rise to Plant Up the Gaff, a series of community planting events, alongside workshops and educational sessions designed to bring people together and help them grow their own gardens in the heart of the city.
Engaging an audience to take meaningful action
Urban gardening initiatives often struggle to engage broad audiences. The challenge was to design something inclusive, playful, and impactful, while staying true to the brand’s rebellious spirit.
The concept behind Weed Rebellion is the belief that weeds challenge our perception of beauty, often seen as pests, yet thriving in cracks and growing where nothing else dares. This sparked the idea of gardening as rebellion, drawing on guerrilla gardening and nature strip planting to show that anyone can create green space, no matter how small or unconventional.
Posters, merch, and the app extended the brand story, inviting audiences to join in the experience.
Research into the community, local environment, and gardening culture informed the visuals. Collages combine raw urban textures with lush greenery, turning cityscapes into imaginative, inviting spaces.
