The Coop

Kate McCauley
Visual Communication

College
Dún Laoghaire Institute of Art, Design and Technology

Contact
katemccauleydesign@gmail.com
https://www.instagram.com/katemccauleydesign/
http://www.katemccauleydesign.com

Kate McCauley

The Coop

A global food crisis is developing far faster than climate change. With the population predicted to reach 10 billion by 2050, we will have to grow more food in the next 40 years than in the previous 8000 years. The Coop empowers urban residents to grow their own nutritious and delicious food close to home from plots in shipping container micro-farms. By harnessing solar energy, aeroponic and hydroponic technology, members can grow food 365 days a year in a simple, more productive and non-labour-intensive way whilst using 95% less water than a traditional farm. A key point for my design was that it should not have the imagery of a traditional farm. Instead, I wanted it to be fun, fresh and contemporary. As one is growing food within a steel container, I wanted the design to have a sense of simplicity, trustworthiness, transparency and a scientific approach as well. As such, the visual language is a blend of authoritative type, technical icons and bold, colourful graphic food.