Client Partner
- Concrete Jungle
Impact Areas
Services
- Brand Identity
- Brand Strategy
- Logo Creation
- Visual Identities
- Brand Messaging
- Iconography
- Brand Guidelines
- Brand Website
- Information Architecture
- Content Development
- Website Design
- Website Development
- Brand Support
- Advisory Services
- Campaign Creative
- Print Collateral
- Illustration
- Copywriting
- Social Templates
- Website Maintenance
Concrete Jungle began when a few friends in Atlanta found themselves with a cider press and an abundance of city-grown, hand-harvested apples. They threw a party for friends and family—but couldn’t stop thinking about how much fresh fruit they discovered around the metro area.
That observation seeded a decade-long series of food-focused endeavors. They foraged across Atlanta and shared the bounty with local families. They published an urban fruit tree map. They launched an urban farm. They picked excess produce on local farms and donated it to hunger relief agencies.
Today, Concrete Jungle distributes more than 1.1 million pounds of produce throughout Georgia.
The organization’s greatest asset is its homegrown, grassroots mentality, which means it’s often changing and adding programs to address community needs. As Concrete Jungle’s design partner, Neue Now adds consistency to the recipe, evolving and refining the brand to meet the moment.
Our work started more than ten years ago with a fresh illustration and a flier to hand out at Atlanta coffee shops. The approach was a hit—and led to a full-fledged brand identity process.
In the years since, we’ve crafted formal brand guidelines, developed custom brand assets, produced pocket guides for urban foragers, and launched a new website. Most recently, we managed the organization’s end-of-year giving campaign and created a visual identity for Concrete Jungle’s new program: the Produce Buyers Club.
Everyone knows a fruit sticker (and what it feels like to peel one off a crisp apple). It’s a stamp of approval, telling you that the food is safe and ready to eat. We leaned into that familiarity and trust, making it the core of the Concrete Jungle brand.
The resulting logo is flexible and scalable. It works as a standalone sticker, as part of a larger illustration, or even as a pared-back wordmark.
The concept grew over time to encompass a full library of stickers featuring brand iconography and taglines.
Produce Buyers Club targets a different audience than the rest of the organization: local farmers. We developed a distinct visual identity that retains a clear connection to the parent brand.
Through Produce Buyers Club, Concrete Jungle purchases excess produce from Georgia farmers to distribute around the state.
We drew on historical agricultural references—including farm signs and fruit crates—and used no-nonsense messaging to create collateral and promotional materials.
We also adopted a modular approach for this new identity, using a “Product of Concrete Jungle” sticker to clarify its relationship with the primary brand. The resulting cornucopia of brand assets is playful, illustrative, and consistent.
“Food insecurity” and “food access” are abstract terms; they’re easy to skim past without really understanding what they mean. To address this challenge, our design showcases the humans behind the organization, the volunteers picking produce, and the families benefiting from access to fresh food.
