Some say the circular economy is the economic model of the future: a system in which we repurpose, reuse, and recycle products and raw materials as much as possible to minimize the destruction of value.

For The Green House in Utrecht, a circular restaurant with its own Urban Farm full of fresh ingredients, we were asked to help visualize their design concept. We started with a series of illustrations to explain to visitors in an informal and playful way about their urban farm where they grow fresh herbs, use a 'plug-free' kitchen, explain what happens to their leftover vegetables, and make them aware that the choices they, the guests, make can help make the world a better place. These narrative illustrations were used to create a backdrop on the ground floor of the restaurant and were also translated into stationery printed on beautiful seed paper, so that after use, you can plant it and grow a pot of flowers or herbs.

The menu encourages guests to make their choices based on the environmental impact. We developed a series of icons to communicate the origin, health benefits, and carbon footprint of each dish on the menu. So, the next time you're wondering whether to order an insect burger or a beef burger? Know that your choice makes a difference.