Carrot is a waste management software that seeks to take on the 2 billion tonne global waste problem through the collection of data. Carrot has with this project positioned themselves as a breath of fresh air in the industry—a motivator. The strategy played on incentive—trying to motivate people to take action. That began with re-naming the brand as Carrot—inspired by the encouraging sentiment of a carrot on a stick. They cataloged different types of waste and used them as identity elements—to highlight them as the valuable resources they are. A grid-based drawing tool was made to allow for generating hundreds of drawings whenever needed. The logo symbol was drawn with the same tool—a dogmatic approach that led to this sharp and untypical carrot. The visual identity mixes a brutalist approach with elegance—while the constraints of the software adds a playful touch to it.