02 Coffee for Compost
Advertising, branding
& visual identity
& visual identity
Coffee for Compost is a fictional community rewards program set up by GrowNYC benefiting the community gardens scattered across New York City. In this program, members of any community garden pick up coffee grounds (and other compost) from local participating coffee shops for use in their own garden. Not only will they receive compost, but in return they can collect rewards for frequenting these shops.
The goal is to make users feel like not only themselves but also the city as a whole could benefit from using the program. Friendly competition plays a role when considering that gardeners who gather the most benefits and points may be eligible for exclusive deals.
