Objective

Atlantic Food Labs is a launchpad for startups in nutrition, health, and sustainability. They have built one of the most forward-thinking portfolios of startups in Europe and are well-known for helping these companies address the most important issues we face today. We were commissioned to create an identity that would work well in the venture capital and startup scenes as well as the scientific community. The three worlds that they interface.

Approach

AFL is not unlike a laboratory. There is science, empirical inquiry, and a fair bit of incubation that goes into each startup. This is why we thought a visual language akin to something that an actual lab would use could be a good fit.

Solution

We opted for Neue Haas Grotesk, a timeless sans-serif-based logo, and a colour scheme inspired by the chalk that physicists use and symbols to reflect the process of incubation and selection.