Kleinblatt
We worked on the
Brand Identity
We worked on the
Website
City Farm Stuttgart
Hier wächst Freude Blatt für Blatt. Kleinblatt is the first city farm in the center of Stuttgart, growing fresh seedlings and delicious mushrooms. The brand needed to feel as alive and organic as the produce it represents.
- Year
- 2024
- Role
- Brand & Web Designer
- Duration
- 6 weeks
- Sector
- Agriculture · Urban Farming
- Stack
- FigmaIllustratorNext.jsTailwind CSS
Challenge
Urban farming is still a niche concept in German cities. Kleinblatt needed a brand identity that makes the idea immediately tangible — fresh, local, sustainable — without falling into the predictable "eco-green" clichés. The website had to educate visitors about the concept while driving workshop signups and seedling pre-orders.
Approach
- (01)
Built the visual identity around a leaf-drop logomark that doubles as a growth metaphor — simple enough for stamp-sized packaging, expressive enough for storefront signage.
- (02)
Chose a vibrant green palette paired with warm cream backgrounds to feel alive and inviting, moving beyond the usual dark-green sustainability tropes.
- (03)
Designed the website with a story-first structure: hero → mission → products → workshops, guiding visitors from curiosity to conversion.
- (04)
Created a modular packaging system for seedling kits and mushroom boxes that works across different product sizes.
Brand identity
Visual system & packaging
A vibrant palette paired with warm cream backgrounds. Modular packaging for seedling kits and mushroom boxes that scales across product sizes.
Outcome
A cohesive brand system that makes urban farming feel approachable and premium. The identity carries seamlessly from the website through packaging to farmers-market signage, giving Kleinblatt a distinctive presence in Stuttgart's food scene.
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