PORTFOLIO

Turning an old bowling green into a brand.

Strategy

Design

Brand Identity

Corporate Identity

Illustration

Out of Home

PORTFOLIO

Turning an old bowling green into a brand.

Strategy

Design

Brand Identity

Corporate Identity

Illustration

Out of Home

WHAT MATTERED

The OZCF’s vision to provide fresh-produce growers direct market access and their mission to strengthen urban communities through food and farming aligned perfectly with our values.

“OUR PARTNERSHIP WITH THE OZCF HAS BEEN INSTRUMENTAL IN DEVELOPING A BRAND THAT NOT ONLY PROMOTES URBAN FARMING BUT ALSO STRENGTHENS COMMUNITY TIES AND SUPPORTS LOCAL ECONOMIES.”

Mark Stead, Design Director and Founder, Derrick

BRAND JOURNEY

Our journey began with a proposal to the City of Cape Town to transform an abandoned bowling green into a community vegetable garden. This site, historically the Oranjezicht farm, was repurposed to once again serve the local community with fresh produce.

LOGO AND BRANDING

The first appearance of the OZCF logo was right at the heart of the farm, symbolically grown within the farm itself. This creative approach made the brand icon a beacon visible on Google Earth, attracting both tourists and locals.

As the farm developed, it engaged local school children and community members in farming activities. The OZCF offered workshops on horticulture, permaculture, and more, educating small-scale farmers and community members. The logo featured prominently on various farm collateral, reinforcing brand identity and community engagement.

DEVELOPING THE FARM

THE OZCF MARKET

The success of the farm led to the establishment of the OZCF Market. Initially held on the farm’s property, it quickly outgrew this space and moved to sit alongside prime retail real estate in Cape Town’s V&A Waterfront. The market became a crucial outlet for selling the OZCF’s produce and provided direct market access for local small-scale farmers. Recognised as one of the top ten markets in the world in 2016, it drew both locals and tourists.

THE FORMATION OF SAUFFT

The farm and market’s success led to the creation of the South Africa Urban Food and Farming Trust (SAUFFT). This organisation supports urban food gardens, social farms, and markets, aiming to build resilient communities.

FOOD DIALOGUES AND FOOD INDABA

In 2014, we introduced Food Dialogues, a platform focusing on local food systems and promoting discussion between various stakeholders. By 2024, this initiative evolved into the Food Indaba, promoting a healthier, more resilient, and just food system.

IMPACT

Today, SAUFFT supports nearly 1000 farmers in vulnerable urban communities, hosts the annual Food Indaba with an audience of over 50 million, operates the Oranjezicht City Farm, and works through pan-African collaborations across 15 African cities. The OZCF Market, in its permanent new home in the V&A Waterfront, provides employment for over 300 people and supports 35 small-scale organic farmers. The market operates under the Participatory Guarantee Systems, ensuring organic produce quality for consumers.

Vulnerable farmers supported

Jobs created

small-scale farmers supported