The Green House

Some say that the circular economy is the economic model of the future: a system in which we repaint, reuse and recycle as many products and raw materials as possible to minimize their destruction of value. Unlike the current linear system, in which raw materials are converted into products that are destroyed at the end of their lifespan, the circular system has two cycles: there is a biological cycle in which residual materials safely flow back in nature after use. And second, there is a technical cycle, for which products or parts or products can be reused. This preserves the economic value and is ecologically and economically 'recovering'.


Created a series of illustrations that explain the circular restaurant.

Wallpaper, website design, business cards & stationery, menu design, gift vouchers and indoor signing & wayfinding


Overview deliverables for The Green House, Utrecht
Photography of The Green House, Utrecht

The choice of the guest makes the difference!

We started with a series of illustrations to introduce visitors in a casual and playful way with their urban farm, introduce them with where they grow fresh herbs, the 'plugless' kitchen, what happens with their leftover vegetables, about social inclusion and much more to increase awareness that the guest's choice, makes the difference to make the world a better place. These narrative illustrations were used to create a background on the ground floor of the restaurant. We also translated this into letter paper,  which we printed on beautiful seed paper, so that you can plant it after use and grow a pot of flowers or herbs with it.

Photography of a plate The Green House, Utrecht

Urban Farm

Photography of logo on the facade of The Green House, Utrecht

Circulair Restaurant

Photography of wireless kitchen The Green House, Utrecht

Wireless Kitchen

Eco business cards in seed paper for The Green House, Utrecht
Menu design for The Green House, Utrecht


Insect Burger

The menu encourages guests to make their choice based on their impact on the environment. We have developed a series of pictograms to communicate the locality, health and CO2 footprint of each dish on the menu. So next time you wonder if you should order an insect burger or a beef burger? Know that your choice makes the difference.